How businesses buy advertising agency services: a way to segment advertising agencies' markets?
Youngseok Son, Woonbong Na and Roger Marshall
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?...
