Outcomes of advertiser–agency relationships: The form and the role of cooperation
Dale F. Duhan
Texas Tech University and Buskerud University College
Kåre Sandvik
Buskerud University College
Introduction
The nature of the relationships between advertisers and their agencies is critical to the success of both parties (Michell 1986/87; Wackman et al. 1986; Michell et al.1992; Beard 1996; Grayson & Ambler 1999; Waller 2004). Indeed, this is true in many business contexts, so it is not surprising that a body of significant literature has developed regarding the factors that...