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

Raphael M., Mutiso (2009) 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
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 14 May 2010 08:48
Last Modified: 14 May 2010 08:48
URI: http://shdl.mmu.edu.my/id/eprint/303

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