Abstract
The relationship between marketing enterprises and their advertising agencies is one of the most important associations in marketing. However, despite the importance of this association, and its significant role in marketing management, surprisingly little scholarly attention has been focused on issues pertaining to this relationship. This paper reviews the available academic literature on advertising-agency relationships, and attempts to provide a framework to organize research issues, and provides directions for future research.
Chapter PDF
Similar content being viewed by others
Keywords
- Satisfactory Relationship
- Organizational Dynamic
- Marketing Management
- Scholarly Attention
- Advertising Agency
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Ahmed, I. (2015). Advertiser-Agency Relations: A Review and Synthesis of Research. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_94
Download citation
DOI: https://doi.org/10.1007/978-3-319-13084-2_94
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13083-5
Online ISBN: 978-3-319-13084-2
eBook Packages: Business and EconomicsBusiness and Management (R0)