Investigating agency-client relationships in the Polish advertising industry

This paper explores selection and retention factors as perceived among agencies and clients operating in the Polish advertising industry.

Investigating Agency-client Relationships in the Polish Advertising Industry

Dayananda Palihawadana and Bradley R. Barnes University of Leeds

INTRODUCTION

Existing research has tended to focus upon agency-client relationships within the context of developed nations, and very little has been concluded regarding newly emerging countries (Prendergast et al. 2001). However, despite a plethora of articles on the subject, and given the exception of West and Paliwoda's (1996a) findings, the literature reporting on the Polish advertising industry per se is somewhat scant. Economic and political reforms have significantly transformed Poland in recent years. With a population in excess of 38...

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