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Agenturmodelle in der Marketingkommunikation : Situationsanalyse und zukünftige Entwicklung

Agency models in marketing communications : situation analysis and future development

  • The bachelor thesis deals with the current agency models in marketing communication and the cooperation between agency and client. The aim of this study is to find out what measures need to be taken in order to respond effectively to changes in the me-dia industry. Furthermore, the question arises to what extent agency models must adapt their work processes and organizational structures. Another focus is to find causes and solutions to the tension between agency and client. The basis of the thesis are an extensive literature review and a qualitative expert survey serves. The results show that a discussion about a future agency model is entirely justified. Significantly in criticism are the provision of services in the field of strategic consultancy, the expertise of employees and the cooperation with the clients.

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Author:Sabrina Seitz
Document Type:Bachelor Thesis
Year of Completion:2015
Granting Institution:Hochschule Mittweida
Release Date:2016/05/31
GND Keyword:Marketing; Kommunikation
Institutes:06 Medien
Dewey Decimal Classification:658.802 Kommunikationsstrategie, Marktsegmentierung, Marketing-Mix, Guerilla Marketing, Soziomarketing
Open Access:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG