haku: @author Zabkar, V. / yhteensä: 6
viite: 6 / 6
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| Tekijä: | Jancic, Z. Zabkar, V. |
| Otsikko: | Establishing marketing relationships in the advertising agency business: A transitional economy case |
| Lehti: | Journal of Advertising Research
1998 : NOV/DEC, VOL. 38:6, p. 27-36 |
| Asiasana: | Marketing Advertising agencies Transition economies Slovenia Case studies Europe |
| Kieli: | eng |
| Tiivistelmä: | Marketing relationships are widely studied in the environment of developed market economies. However, less is known about how this new marketing paradigm fares in a transitional economy. The topic of this study is the client-agency relationship in the smallest but perhaps most successful country in transition: Slovenia. Dyads in the Slovenian advertising system are studied through adaptations by partners, the value of marketing relationships, and opportunistic behavior on both sides. The results of our study show certain degree of resemblance to the situation in developed market economies and also emphasize the particularities that should be considered when discussing the advertising business in transitional economies. |
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