ABSTRACT 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 clients9 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.
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