Focuses on the client's relationship with its advertising agency to examine advertising client-agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision-making perspective. Begins with a review of the relevant literature and then outlines a survey of 900 companies undertaken by the authors. Gives some recommendations based on the survey results.
|Title of host publication||Advertising|
|Place of Publication||London|
|Number of pages||1312|
|Publication status||Published - 31 Oct 2009|
|Name||Sage Library in Marketing|
- decision making