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

Gerard Prendergast; Yi-Zheng Shi

doi:10.1007/978-3-319-17356-6_15

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

Gerard Prendergast^*, Yi-Zheng Shi

^*Corresponding author for this work

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Chapter › peer-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 language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Editors	Ajay K. Manrai , H. Lee Meadow
Publisher	Springer Cham
Pages	51-52
Number of pages	2
ISBN (Electronic)	9783319173566
ISBN (Print)	9783319173559
DOIs	https://doi.org/10.1007/978-3-319-17356-6_15
Publication status	Published - Jun 2015
Event	Global Perspectives in Marketing for the 21st Century: 1999 Academy of Marketing Science (AMS) World Marketing Congress - Qawra, Malta Duration: 23 Jun 1999 → 26 Jun 1999

Publication series

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

Competition

Competition	Global Perspectives in Marketing for the 21st Century
Country/Territory	Malta
City	Qawra
Period	23/06/99 → 26/06/99

Access to Document

10.1007/978-3-319-17356-6_15

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Prendergast, G., & Shi, Y.-Z. (2015). Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. In A. K. Manrai , & H. L. Meadow (Eds.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 51-52). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Cham. https://doi.org/10.1007/978-3-319-17356-6_15

Prendergast, Gerard ; Shi, Yi-Zheng. / Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. editor / Ajay K. Manrai ; H. Lee Meadow. Springer Cham, 2015. pp. 51-52 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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title = "Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships",

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.",

author = "Gerard Prendergast and Yi-Zheng Shi",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.; Global Perspectives in Marketing for the 21st Century : 1999 Academy of Marketing Science (AMS) World Marketing Congress ; Conference date: 23-06-1999 Through 26-06-1999",

year = "2015",

month = jun,

doi = "10.1007/978-3-319-17356-6_15",

language = "English",

isbn = "9783319173559",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer Cham",

pages = "51--52",

editor = "{Manrai }, {Ajay K. } and Meadow, {H. Lee }",

booktitle = "Developments in Marketing Science",

}

Prendergast, G & Shi, Y-Z 2015, Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. in AK Manrai & HL Meadow (eds), Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Cham, pp. 51-52, Global Perspectives in Marketing for the 21st Century, Qawra, Malta, 23/06/99. https://doi.org/10.1007/978-3-319-17356-6_15

Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. / Prendergast, Gerard; Shi, Yi-Zheng.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. ed. / Ajay K. Manrai ; H. Lee Meadow. Springer Cham, 2015. p. 51-52 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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AB - 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.

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Prendergast G, Shi YZ. Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. In Manrai AK, Meadow HL, editors, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Cham. 2015. p. 51-52. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-17356-6_15

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

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