...Kathleen Mortimer; Sally Laurie Purpose Although integrated marketing communication (IMC) is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that clients face in implementing the process, particularly in the UK. This paper...

...Silas B. Yisa; Issaka Ndekugri; Brian Ambrose The external, social, economic and political environments determine the opportunities for work and thereby potential profit. Clients’ needs and attitudes, like the external environment itself, are never static and therefore organizations need to adapt...

... number of advertising agencies and total billings. Examines present structured characteristics of Turkish advertising agencies and critically compares the role and functions of the advertising agency and client relationships in that country. © MCB UP Limited 1994 Advertising Advertising...

...G.W. Smith Investigates customer‐seller value match phenomena and highlights some concepts demanding comprehensive examination by the marketing profession. Adumbrates that a successful marketing policy sells to a defined client, not merely sells indiscriminately. Looks at effective promotion...

... in the production of advertising material. Chronicles the study that took the form of a survey of attitudes and opinions of members of client and agency organisations. Concludes that the main interpretation to be drawn from the research data with respect to formalisation is that there exists a valid case for more...