Relationship Marketing in Professional Services

Relationship Marketing in Professional Services

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Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.Figure 6.11 The cycle of maintenance in advertising agencya€“client relationships Investment and the demonstration of attitudinal commitment potentially restore trust and make the parties satisfied once more [e]. Trust can be gained e.g. throughanbsp;...

Title:Relationship Marketing in Professional Services
Author:Aino Halinen
Publisher:Routledge - 2012-11-12


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