Agency / Client Relationshipsas Seen by Influential on Both Sides |
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| Authors: | Mary R Hotz John K Ryans Jr Professor William L Shanklin |
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| Institution: | 1. Faculty of Management Science, Khonkaen University;2. College of Business Administration, University of Hawaii at Manoa |
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| Abstract: | Abstract This article concerns a subject of interest and concern to both advertising agency executives and their clients; i.e., how the two of them feel about each other and themselves in terms of the agency/client relation-ship. These perceptions and feelings were gleaned from a survey of agency leaders and major users of agency services. Based on the findings, some suggestions and directions are offered for making the agency/client dyad more harmonious. |
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