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The impact of creative competence and project management on longevity of the client-advertising agency relationship

Levin, Elizabeth; Thaichon, Paramaporn; Quach, Thu Nguyen - In: Journal of Business & Industrial Marketing 31 (2016) 2, pp. 274-286

Purpose – The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients. Design/methodology/approach – The study uses a parallel mixed-method design incorporating quantitative and qualitative...

Persistent link: https://www.econbiz.de/10014844708