Developing an account‐management lifecycle for advertising agency‐client relationships
Abstract
This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.
Keywords
Citation
Waller, D.S. (2004), "Developing an account‐management lifecycle for advertising agency‐client relationships", Marketing Intelligence & Planning, Vol. 22 No. 1, pp. 95-112. https://doi.org/10.1108/02634500410516940
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited