TY - JOUR T1 - How Businesses Buy Advertising Agency Services JF - Journal of Advertising Research JO - J Advert Res SP - 86 LP - 95 DO - 10.2501/JAR-43-1-86-95 VL - 43 IS - 1 AU - Woonbong Na AU - Roger Marshall AU - Youngseok Son Y1 - 2003/03/01 UR - http://www.journalofadvertisingresearch.com/content/43/1/86.abstract N2 - 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. ER -