What is it about?
A systematic review of the literature pertaining to marketing agency-client relationships. The review thematically discusses the works examined before proposing a new research agenda.
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Why is it important?
Agency-client relationships have long been asserted as important to successful business practice. In today's digital landscape, such relationships are complex and need to be further investigated with this prior knowledge.
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This page is a summary of: Marketing agency – client relationships: towards a research agenda, European Journal of Marketing, July 2017, Emerald,
DOI: 10.1108/ejm-10-2015-0712.
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