How businesses buy advertising agency services: a way to segment advertising agencies' markets?

It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way.

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?...