Marketing Client Perceptions of the Advertising Agency Development Process: Understanding Dispositional and Situational Attributions
Author:
Publisher
Springer Fachmedien Wiesbaden
Link
https://link.springer.com/content/pdf/10.1007/978-3-658-44713-7_10
Reference23 articles.
1. Bilby, J., Koslow, S., & Sasser, S. L. (2023). Fear in adland: How client risk aversion and agency clientelism limit the development of great creative campaigns. Journal of Advertising, 52(1), 57–74.
2. Calderwood, R., Koslow, S., & Sasser, S. L. (2021). Marketer perceptions of client-agency co-creation: Exploring the levels of partnership collaboration. Journal of Advertising, 50(3), 309–319.
3. de Waal Malefyt, T. (2017). Anthropologist in advertising agencies: Mediating structures of power and knowledge capital by managing relationships. Journal of Business Anthropology, 6(1), 89–101.
4. Diaz-Mendez, M., & Saren, M. (2019). Managing advertising agency client partnerships for value co-creation: Characteristics, categories, and challenges. Marketing Theory, 19(1), 9–26.
5. Hackley, C. E. (2003). Account planning: Current agency perspectives on an advertising enigma. Journal of Advertising Research, 43(2), 235–245.
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