78
Views
2
CrossRef citations to date
0
Altmetric
Original Articles

Client-Agency Relationships

An Empirical Study of the New Zealand Small Advertisers' Views of Agency Services

&
Pages 177-194 | Received 13 Apr 2000, Accepted 01 Sep 2000, Published online: 16 Jan 2009

References

  • Armstrong , J. S. and Overton , T. S. 1977 . Estimating non-response bias in mail surveys . Journal of Marketing Research , 14 August : 396 – 402 .
  • Brady , D. , Mills , I. and Mendenhall , K. 1989 . A bi-national analysis of marketing programmes used by small retailers in Great Britain and the U.S. . International Journal of Retailing , 4 ( 5 ) : 27 – 38 .
  • Cagley , J. and Roberts , C. 1984 . Criteria for advertising agency selection: An Objective appraisal . Journal of Advertising Research , 24 April : 27 – 31 .
  • Cagley , J. and Roberts , C. 1986 . A comparison of advertising agency selection factors: advertiser and agency perceptions . Journal of Advertising Research , 26 ( 3 ) : 27 – 31 .
  • Chan , K. and Garg , R. 1995 . Advertising practices of small local businesses . Journal of Professional Services Marketing , 11 ( 2 ) : 61 – 73 .
  • Davis , J. 1997 . Maintaining customer relationships through effective database marketing: A perspective for small retailers . Journal of Marketing Theory and Practise , 5 ( 2 ) : 31 – 42 .
  • Fam , K. S. and Merrilees , B. 1997 . Strategic promotion alignment among small New Zealand retailers . New Zealand Journal of Business , 19 : 53 – 61 .
  • Fam , K. S. and Waller , D. 2000 . Attracting new clients: A New Zealand ad agency perspective . Journal of Promotion Management , 5 ( 2 ) : 85 – 99 .
  • Fam , K. S. and Waller , D. 1999 . Factors in winning accounts: The views of agency account directors in New Zealand . Journal of Advertising Research , 39 ( 3 ) : 21 – 32 .
  • Fuller , P. 1994 . Assessing marketing in small and medium sized enterprises . European Journal of Marketing , 28 ( 12 ) : 34 – 49 .
  • Goldstein , A. 1984 . Starting on a Shoestring , New York : John Wiley and Sons. .
  • Hanan , M. 1970 . “ Criteria for advertising agency selection. ” . In Handbook of Modern Marketing , Edited by: Victor , Buell P. New York : McGraw-Hill .
  • Harmeson , P. and Elbert , D. 1996 . Targeting the media message . Journal of Professional Services Marketing , 14 ( 1 ) : 3 – 19 .
  • Henke , L. 1995 . A longitudinal analysis of the agency-client relationship: predictors of an agency switch . Journal of Advertising Research , March : 24 – 30 .
  • Kotley , B. and Meredith , G. 1997 . Relationships among owner/manager personal values, business strategies and enterprise performance . Journal of Small Business Management , 35 ( 2 ) : 17 – 26 .
  • Marshall , R. and Na , W. 1994 . The advertising agency selection process . International Journal of Advertising Research , 13 : 217 – 227 .
  • Mitchell , P. 1987 . Auditing of agency-client relations . Journal of Advertising Research , December : 29 – 41 .
  • Mitchell , P. , Cataquet , H. and Hague , S. 1992 . Establishing the causes of disaffection in agency-client relations . Journal of Advertising Research , March : 41 – 48 .
  • Scholhammer , H. and Kuriloff , A. 1979 . Entrepreneurship and Small Business Management , New York : John Wiley. .
  • Sheth , J. Entrepreneurship and marketing. Presentation at the AMA Symposium on Marketing and Entrepreneurship . Chicago. August ,
  • Siu , W. and Kirby , D. 1998 . Approaches to small firm marketing . European Journal of Marketing , 32 ( 1/2 ) : 40 – 60 .
  • Stokes , D. 1998 . Marketing in small firms: Problems, perceptions and practise . 27 EMAC Proceedings , : 209 – 227 .
  • Storey , D. and Sykes , N. 1996 . “ Uncertainty, innovation and management. ” . In Small Business and Entrepreneurship , Edited by: Burns , P. and Dewhurst , J. London : Macmillan .
  • Smith , N. R. 1992 . The Entrepreneur and His Firm: The Relationship between Type of Man and Type of Company , East Lansing, MI : Michigan State University Press. .
  • Wackman , D. , Salmon , C. T. and Salmon , C. C. 1987 . Developing an agency-client relationship . Journal of Advertising Research , December : 21 – 28 .
  • Waterworth , D. 1987 . Marketing for Small Business , London : Macmillan. .
  • Weinrauch , J. 1987 . “ Exploratory look at low cost entrepreneurial marketing strategies: research challenges and opportunities. ” . In Proceedings of the United States Association for Small Business and Entrepreneurship Edited by: Gary , Robats , Harry , Lusher and Eleanor , Maliche . 131 – 137 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.