Artículo de revista
Ad Agencies performance and role in providing communication servicies in Chile, Japan and the United States
Autor
Griffin, Tom
Mc Arthur, David
Yamaki, Toshio
Hidalgo Campos, Pedro
Institución
Resumen
This study explores the relative importance of selected criteria in evaluating ad agency performance and the role wich agencies play in providing marketing communication services of both a within-country and among-country nature.