'Birds of a Feather Flock Together': Strategic Implications for Advertising Agencies
Tammy Neal Crutchfield Mercer UniversityDeobrah F. Spake, Giles D'Souza and Robert M. Morgan University of South Alabama
Client Turnover and relationship development have long been issues discussed by advertising practitioners and academics (Michell, 1988; Michell, Cataquet, and Hague, 1992; Wackman, Salmon, and Salmon, 1986). In fact, 20 years ago Levitt (1983) called the agency's most precious asset its client relationships, and Michell (1988) found that 60...