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.

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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
URII:	http://shdl.mmu.edu.my/id/eprint/303

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