| Tekijä: | Gronstedt, A. |
| Otsikko: | How agencies can support integrated communications |
| Lehti: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 201-206 |
| Asiasana: | RESEARCH COMMUNICATIONS INDUSTRY AGENCIES |
| Kieli: | eng |
| Tiivistelmä: | How can outside agencies support integrated communications? The total quality management (TQM) literature on supplier-buyer relationship is reviewed, and an interview study of eight leading American TQM companies is described. The study suggests that integrated communication is best supported when the client company develops a long-term partnership with a small number of agencies. Two approaches are suggested for corporations with multiple product lines or brands to consolidate the number of agencies. |
SCIMA