Establishing marketing relationships in the advertising agency business: A transitional economy case

This study considers how a partnership develops into a long-term relationship. Specifically it centres on the changes that occurred in the market of advertising agency services in Slovenia during the process of the transition into a market economy.

Establishing marketing relationships in the advertising agency business: A transitional economy case

Zlatko Jancic and Vesna Zabkar

Long-term relationships between buyers and sellers are becoming a common form of inter-business interactions in the field of professional services. Due to the numerous advantages that such relationships bring to both sides in a business dyad (attaining transaction cost savings, strengthening the competitive or collaborative advantages, achieving growth in exchange volumes, etc), the theoretically and operationally important question is: How does a partnership develop into a long-term relationship?

Our research centers on the changes that occurred in the market of advertising...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands