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Advertising agencies’ attractiveness in the exploration phase
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This paper digs deeper into the concept of attraction and what makes a marketing agency attractive. The authors focus on the very first stage of a business relationship before the project sets off, seeking to uncover what attraction is and which factors influence it. Through 6 semi structured interviews with companies which has been in a business relationship with marketing agencies the authors investigates what attracted them to that particular agency. As new information appeared in the interviews, the theoretical framework has been extended with more material. At the end of the paper the authors present a model which describes the components of attraction. The model is then discussed and explained.

Place, publisher, year, edition, pages
2019. , p. 60
Keywords [en]
Agency attraction, exploration phase, professional services
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-90594OAI: oai:DiVA.org:lnu-90594DiVA, id: diva2:1379554
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
(English)
Supervisors
Examiners
Available from: 2019-12-17 Created: 2019-12-17 Last updated: 2019-12-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf