Managing advertising agency client partnerships for value co-creation : characteristics, categories, and challenges
Year of publication: |
2019
|
---|---|
Authors: | Díaz-Méndez, Montserrat ; Saren, Michael |
Published in: |
Marketing theory. - Thousand Oaks, Calif. [u.a.] : Sage, ISSN 1741-301X, ZDB-ID 2072860-8. - Vol. 19.2019, 1, p. 9-26
|
Subject: | Advertising agencies | client characteristics typology | professional services | value co-creation | value depletion circle | Werbewirtschaft | Advertising industry | Betriebliche Wertschöpfung | Value creation | Kundenintegration | Customer integration | Kundenwert | Customer value |
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