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.
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Prendergast, G., Shi, YZ. (2015). Exploring the Relevance of Organizational Buying Theory in Chinese Advertising Client-Advertising Agency Relationships. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_15
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DOI: https://doi.org/10.1007/978-3-319-17356-6_15
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