Relationship Marketing on the Market of Advertising Agencies

Laszlo Jozsa, Erika Seres-Huszarik, Zsuzsa Toth

Abstract


In today´s competitive business environment, to achieve and retain business success, it is essential to devote sufficient attention to building business relationships. Recognition of factors, influencing the success of business relationships, has long been a topic of professionals and those who are interested in this field. When getting in touch with a customer, the company aims to establish a strong relationship with the customer, to win indifferent customers and to create customer loyalty. Based on the factors above, we found it important to determine the perception of the importance of factors which determine contacting customers the most from the customers´ point of view in the market of advertising agencies. Regarding further successful cooperation, it is essential to address customers with a proper campaign. Therefore, this paper aims to identify emerging customer groups when building relationships in the advertising market, thus facilitating the realization of personalized campaigns.

Keywords


developing a business relationship; life cycle models; advertising agency; client groups

Full Text:

PDF

References


Waller, D. S., Developing an account management lifecycle for

advertising agency–client relationships. In Marketing Intelligence &

Planning, vol. 22, nr. 1, 2004, pp. 95-112.

Van De Ven, A., Structuring cooperative relationships between

organizations. In Strategic Managment Journal, vol. 13, nr. 7, 1992, pp.

-503.

Gummesson. E., Total Relationship Marketing. Oxford: Charted

Institute, 1999, p. 511.

Grönroos, C., Strategic Management and Marketing in the Service

Sector. Cambridge: LethPress, 1990, p. 399.

Edvinson L., The Export Sales Life Cycle in Services Marketing.

Stockholm: University of Stockholm, 1985, p. 325.

Wackman, D. B. - Salmon, C. T. - Salmon, C. C., Developing an

advertising agency–client relationship. In Journal of Advertising

Research, vol. 26, nr. 6, 1986/1987, pp. 21–28.

Waller, D. S., Developing an account management lifecycle foradvertising agency–client relationships. In Marketing Intelligence &Planning, vol. 22, nr. 1, 2004, pp. 95-112.

Van De Ven, A., Structuring cooperative relationships betweenorganizations. In Strategic Managment Journal, vol. 13, nr. 7, 1992, pp. 484-503.

Gummesson. E., Total Relationship Marketing. Oxford: Charted Institute, 1999, p. 511.

Grönroos, C., Strategic Management and Marketing in the ServiceSector. Cambridge: LethPress, 1990, p. 399.

Edvinson L., The Export Sales Life Cycle in Services Marketing. Stockholm: University of Stockholm, 1985, p. 325.

Wackman, D. B. - Salmon, C. T. - Salmon, C. C., Developing an advertising agency–client relationship. In Journal of Advertising Research, vol. 26, nr. 6, 1986/1987, pp. 21–28.

Yorke D. A., Developing an Interactive Approach to the Marketing of Professional Services. London: IMP Group, 1990, 514 p.

Halinen, A., Relationship marketing in Professional services. New York: Routledge, 2007, p. 365.

Sandy, D. – Ganesan, S., Control mechanisms and the relationship life cycle: implications for safeguarding specific investments and developing commitment. In Journal of marketing research, vol. 37, nr. 2, 2000, pp. 227-245.

Malhotra, N. K., Marketingkutatás, Budapest: Akadémiai Kiadó, 2009, p. 832.


Refbacks

  • There are currently no refbacks.