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.