He relation between the agencies of communication in marketing and their clients: vision of the agencies
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1262Keywords:
Relation client - agency, agencies of communication of marketing, relations of long term, changes of agencyAbstract
In this study it is pretended to identify the current behavior of the factors for the success and the threatening that affect on the continuity of an account, and therefore of the business, from the perception of the agencies of advertising, means, events and public relations. Points as the expectations, the performance, the vulnerability of the relation and the profitability of the clients were examined. To understand better the factors that affect this relation, will allow to the businessmen of the industry to support or to improve the profitability of his business, to obtain more harmonious relations in a long term basis, what will turn into a considerable advantage to face the uncertain futures.
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References
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Buchanan, B. and P.C. Michell, (1991). Using Structural Factors To Assess The Risk of Failure in Agency-Client Relations, Journal of Advertising Research, 31, (August/ September 1991), 68-75.
Conceptos Inteligentes en Servicios, S.C. - CISE, S.C, (2004). Retención de clientes. Recuperado el 15 de julio de 2009 desde: http://www.cise.com.mx/Default.
aspx?tabid=193
Dayananda Palihawadana y Bradley R. Barnes. (2005). Investigating Agency-client Relationships in the Polish Advertising Industry. International Journal of Advertising, 24(4).
Doyle, P. Corstjens, M. y P. Michell, (1980). Signals of Vulnerability in Agency-
Client Relations, Journal of Marketing, 44, (October 1980), 18-23.
Fam, K.S. y Waller, D.S. (2008). Agency-client
Relationship Factors Across Life-cycle Stages, Journal of Relationship Marketing, Vol 7 (2), 217-236.
Gable, T. (27 de enero de 2009). Long - Range vision and leadership leads to long - term Clients. Recuperado el 28 de enero de 2009, de PRSA: http://comprehension. prsa.org/?p=222#more-222.
Gómez, C. (abril 2008) Cuando un cliente se va… ocurre una tragedia. Revista P&M No. 326.
Gómez R., C. (2006). Diseño de un Programa de Retención de clientes para una agencia de publicidad. Universidad de Quebec a Chicoutimi - Universidad EAN.
Henke, L.L., (1995). A Longitudinal Analysis of the Ad Agency-Client Relationship: Predictors of An Agency Switch, Journal of Advertising Research, 35, (March/April 1995), 24-30.
Hill, Nigel, (2001). Manual de Satisfacción del cliente y evaluación de la fidelidad, Traducción: Asociación de Traductores e Intérpretes, Madrid: AENOR.
Hotz, M.R., J.K. Ryans, Jr., and W.L. Shanklin, (1992). Agency/Client Relationships As Seen by Influentials on Both Sides, Journal of Advertising, 11, (Spring 1982), 37-45. Ibope, (1999-2007). Base de Datos de Inversión publicitaria.
Isaza V., J.L. (2003). A measurement of key value drivers in the Australian Advertising Industry from mayor advertisers' point of view. School of Marketing. Faculty of Business, RMTI University.
Keller, K. Y Kotler, P., (2006). Marketing Mangement. Pearson Prentice Hall, Ed 12e.
Kotler, P. (2008). Las preguntas más frecuentes sobre marketing. Editorial Norma S.A.
Legis, (2007-2008). Directorio de Productos y Servicios M2M Marketing to Marketing. 2 Edición.
Michell, P.C.N. (1988) The influence of organizational compatibility on account switching. Journal of Advertising Research, June/July, pp. 33-38.
Michell, P. y Sanders N.H., (1995). Loyalty in Agency-Client Relations: The Impact of the Organizational Context, Journal of Advertising Research, 35, (March/April 1995), 9-22.
Michell, P., Cataquet, H y S. Hague, (1992). Establishing the Causes of Disaffection in Agency-Client Relations, Journal of Advertising Research, 32, (March/April 1992), 41-48.
Murphy, P. y M.L. Maynard, (1996). Using Judgement Profiles to Compare Advertising Agencies' and Clients' Campaign Values, Journal of Advertising Research, 36, (March/ April 1996), 19-27.
Reh, F. John. (s.f.). Pareto's Principle - The 80-20 Rule About.com.: Management. Recuperado el 9 de septiembre de 2009 de: http://management.about.com/cs/ generalmanagement/a/Pareto081202. htm.
Real Academia Española, (2001). Diccionario. Recuperado el 31 de agosto de 2009 de: http://www.rae.es/rae.html.
Revista P&M., (2007-2008). Coleccionable, Agencias de Publicidad Directorio.
Revista P&M., (2008-2009). Coleccionable, Agencias de Publicidad Directorio.
Revista P&M., (2008- 2009). Guía P&M de Proveedores y Servicios Publicitarios.
Revista P&M., (2006-2007). Guía P&M de Proveedores y Servicios Publicitarios.
Revista P&M., (2005-2006). Guía P&M de Proveedores y Servicios Publicitarios.
Revista P&M, (febrero 2009) Indicadores Inversión publicitaria bruta en Colombia Los 25 mayores anunciantes Año. XXIX Nº 336.
Revista P&M, (octubre 2006). Viaje al centro del medio Año XXVI Nº 308.
The Bedford Group, (2002). Client-Agency Relationship Sustainability: A look at industry trends and relationship behaviors. Recuperado el 15 de julio de 2009 de: http://www.bedfordgroupconsulting. com/resources/white_papers/clientagency-relationships.asp.
Verbeke, W., (1988), Developing An Advertising Agency-Client Relationship in the Netherlands, Journal of Advertising Research, (December 1988/January 1989), 19-27.
Zeithaml, V. Y Bitner, M. (2002). Marketing de Servicios. Mc Graw Hill 2 Edición. México (p. 178).
360 Media Ltda. (2008). Directorio Oficial para Eventos Oficiales. PUNTO D EVENTO. Año VIII.
360 Media Ltda. (2007). Directorio. Directorio Oficial para Eventos Oficiales. PUNTO D EVENTO. Año VII.
360 Media Ltda. (2006). Directorio Oficial para Eventos Oficiales. PUNTO D EVENTO. Año VI.
360 Media Ltda. (2005). Directorio Oficial para Eventos Oficiales. PUNTO D EVENTO. Año V.
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Published
2018-02-08
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How to Cite
He relation between the agencies of communication in marketing and their clients: vision of the agencies. (2018). Criterio Libre, 8(12), 117-141. https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1262
