Establishing marketing relationships in the advertising agency business: A transitional economy case
Zlatko Jancic and Vesna Zabkar
Long-term relationships between buyers and sellers are becoming a common form of inter-business interactions in the field of professional services. Due to the numerous advantages that such relationships bring to both sides in a business dyad (attaining transaction cost savings, strengthening the competitive or collaborative advantages, achieving growth in exchange volumes, etc), the theoretically and operationally important question is: How does a partnership develop into a long-term relationship?
Our research centers on the changes that occurred in the market of advertising...