PT - JOURNAL ARTICLE AU - Na, Woonbong AU - Marshall, Roger AU - Son, Youngseok TI - How Businesses Buy Advertising Agency Services AID - 10.2501/JAR-43-1-86-95 DP - 2003 Mar 01 TA - Journal of Advertising Research PG - 86--95 VI - 43 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/43/1/86.short 4100 - http://www.journalofadvertisingresearch.com/content/43/1/86.full SO - J Advert Res2003 Mar 01; 43 AB - It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.