haku: @author Thorson, E. / yhteensä: 8
viite: 5 / 8
| Tekijä: | Gronstedt, A. Thorson, E. |
| Otsikko: | Five approaches to organizing and integrated marketing communications agency |
| Lehti: | Journal of Advertising Research
1996 : MAR-APR, VOL. 36:2, p. 48-58 |
| Asiasana: | ADVERTISING RESEARCH COMMUNICATIONS INDUSTRY AGENCIES |
| Kieli: | eng |
| Tiivistelmä: | This study focuses on the organizational structures of a number of advertising agencies that have undertaken the move toward integrated communications. The article delineates and provides a rationale for a taxonomy of organizational structures of advertising agencies known to have produced successful integrated communications campaigns. Five organizational models are identified : a consortium of independent agencies; a consortium with one dominant agency: a corporation with autonomous divisions; a matrix organization; and an integrated organization. |
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