ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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How to Get the Best Out of Agency-Client-Relationships

Relationships R Sridhar The client and the advertising agency have different capital structures, competitive conditions, costs and incentive driving the commitments they make to each other. Yet their interdependence is inescapable. This article explores how an agency can build a productive relationship with its clients.

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