How Businesses Buy Advertising Agency Services
A way to segment advertising agencies' markets?
Woonbong NaSilla UniversityRoger Marshall Nanyang Technological University andYoungseok Son Hallym University
Exactly how do companies select their advertising agency? There has been a great deal of effort expended to answer this question with, as yet, only a modicum of success. The major parameters of the selection process are understood quite well at a very general level-after all, the selection of an agency is somewhat similar to so many other business-to-business purchase decisions, so follows much the same pattern. Even here there...