Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive success, most of the literature deals with the application of marketing planning as it relates to big business. By...

The specific objectives of this research were to gain an understanding of the causes of advertiser account switches in New Zealand and Singapore and compare these results with Michell’s USA and UK studies. The main finding of this study is the reasons for broken agency‐client relationships...