Abstract
The purpose of this paper is to compare the role and functions of advertising agencies and client relationships in Turkey and Canada. The paucity of cross-cultural studies in advertising seemed to indicate a large potential gain from pursuing such studies as the present one. The two countries represent different stages of development. It is hoped that this study contributes to our understanding of advertising agency-client relationships such that advertising management in the two ample countries can be more effective.
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Kaynak, E., Mitchell, L.A. (2015). Comparative Analysis of Advertising Agency Systems in Multiple Environments. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_62
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