Role Of Marketing Manager In Bridging The Gap In Contractual Agency-Client Relationship With Special Reference To Advertising In Malaysia
The researcher extend theory and empirical findings on inter-firm commitment by using a model that examines how agency behaviours (accessibility and assertiveness) and client behaviours (accessibility and indecisiveness) influence the working relationship (productive interaction and conflict) and ag...
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| Format: | Thesis |
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2009
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| Summary: | The researcher extend theory and empirical findings on inter-firm commitment by using a model that examines how agency behaviours (accessibility and assertiveness) and client behaviours (accessibility and indecisiveness) influence the working relationship (productive interaction and conflict) and agency performance (creative quality-implementation and agency proactivity) that, in turn, influence clent trust and commitment. |
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