Developing an account‐management lifecycle for advertising agency‐client relationships-Reference-Cited by-同舟云学术

Developing an account‐management lifecycle for advertising agency‐client relationships

Published:2004-01-01 Issue:1 Volume:22 Page:95-112
ISSN:0263-4503
Container-title:Marketing Intelligence & Planning
language:en
Short-container-title:

Author:

Waller David S.

Abstract

This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.

Publisher

Emerald

Subject

Marketing

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