Investigating agency-client relationships in the Polish advertising industry

Dayananda Palihawadana and Bradley R. Barnes

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...

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