MEASUREMENT - How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets? The segmentation of advertising agencies' clients is usually based on situation-specific factors such as industry size or type. This research presents a test of an important new, universal approach to segmentation -- The market orientation of agencies' clients. Differences in behavior of ...
| Year of publication: |
2003
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| Authors: | Na, Woonbong ; Marshall, Roger ; Son, Youngseok |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 43.2003, 1, p. 86-95
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