Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships

Gerard Prendergast*, Yi-Zheng Shi

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Abstract

To try and gain insights into the advertising client-advertising agency relationship, recent research has attempted to apply organizational theory frameworks. The four key areas to consider in the client-agency relationship are the task, the buying center, the process, and power.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
EditorsAjay K. Manrai , H. Lee Meadow
PublisherSpringer Cham
Pages51-52
Number of pages2
ISBN (Electronic)9783319173566
ISBN (Print)9783319173559
DOIs
Publication statusPublished - Jun 2015
EventGlobal Perspectives in Marketing for the 21st Century: 1999 Academy of Marketing Science (AMS) World Marketing Congress - Qawra, Malta
Duration: 23 Jun 199926 Jun 1999

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Competition

CompetitionGlobal Perspectives in Marketing for the 21st Century
Country/TerritoryMalta
CityQawra
Period23/06/9926/06/99

Scopus Subject Areas

  • Marketing
  • Strategy and Management

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