INSEAD Library

Includes bibliographical references and index

Digitized

Relationship Marketing in Professional Services A study of agency-client dynamics in the advertising sector Contents List of figures List of tables Preface Acknowledgements 1 INTRODUCTION 1.1 Research area 1.2 The business relationship concept 1.3 Existing models of the development of business relationships 2 THE RESEARCH SETTING 2.1 The purpose of the study and its theoretical underpinnings 2.2 Research strategy 2.3 Structure of the study 3 AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY--CLIENT RELATIONSHIPS 3.1 The nature of advertising markets and advertising services 3.2 Context of advertising agency--client relationships 3.3 Prerequisites for starting a business relationship 3.4 The content and development process of advertising agency--client relationships 3.5 Critical events in relationship development 3.6 Summary of the framework -- the a priori process model 4 EMPIRICAL RESEARCH DESIGN 4.1 Selection of the empirical case 4.2 The research process 4.3 Data collection 4.4 Data analysis 4.5 Data quality viii ix xii xiii 1 1 3 5 15 15 18 23 24 26 32 44 47 65 66 71 71 74 76 83 85 5 DEVELOPMENT OF THE ADVERTISING AGENCY-CLIENT RELATIONSHIP STUDIED 5.1 The interacting companies and their development 5.2 Development of the business relationship between the marketing unit of Fiskars Oy Ab and Markkinointi Topitörmä Oy 5.3 Development of the business relationship between the Finnish sales unit of Fiskars Oy Ab and Markkinointi Topitörmä Oy 5.4 Development of the business relationship between the Head Office of Fiskars Oy Ab and Markkinointi Topitörmä Oy 6 A MODIFIED PROCESS MODEL OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS 6.1 Prerequisites for a business relationship 6.2 Interaction processes and interaction styles 6.3 Evolving relational infrastructure 6.4 Perceived outcomes of interaction processes 6.5 Evolving relational bonds 6.6 Critical events in relationship development 6.7 Phases of relationship development 6.8 Cycles of development 6.9 Summary of the modified process model and research results 7 ASSESSMENT OF THE STUDY 7.1 Contribution and conclusions 7.2 Validity of the study 7.3 Avenues for future research 8 SUMMARY APPENDICES 1 Advertising agencies in 1989 2 Publications and internal documents used in case selection and case description 3 Interviews and discussions 4 Contents of the case study database 5 Interview themes and examples of interview questions 6 Data display devices 7 Codes used in data analysis 8 The development of Fiskars Oy Ab in 1980-91 in terms of turnover, personnel and pre-tax earnings 9 The development of Markkinointi Topitörmä Oy in 1980-91 in terms of gross margin, personnel, pre-tax earnings and market position 90 90 98 140 161 179 181 186 208 227 240 272 277 282 289 299 299 305 310 312 316 318 321 323 324 330 331 336 338 Notes References Index 341 345 357