Citation
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. Full text not available from this repository.
Official URL: http://vlib.mmu.edu.my/diglib/login/dlusr/login.ph...
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) |
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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 |
URII: | http://shdl.mmu.edu.my/id/eprint/303 |
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