The Role Of Marketing Manager In Bridging The Gap In Contractual Agency-Client Relationship With Special Reference To Advertising In Malaysia

M., Mutiso Raphael (2009) The Role Of Marketing Manager In Bridging The Gap In Contractual Agency-Client Relationship With Special Reference To Advertising In Malaysia. Masters thesis, Multimedia University.

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Abstract

The researcher extend theory and empirical findings on inter-firm commitment by using a model that examines how agency behaviours (accessibility and assertiveness) and client behaviours (accessibility and indecisiveness) influence the working relationship (productive interaction and conflict) and agency performance (creative quality-implementation and agency proactivity) that, in turn, influence clent trust and commitment.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 24 Sep 2010 06:24
Last Modified: 24 Sep 2010 06:24
URI: http://shdl.mmu.edu.my/id/eprint/1712

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