Decision System Analysis of Advertising Agency Decisions

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Decision System Analysis of Advertising Agency Decisions

Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative, promotional...

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Bibliographic Details
Main Authors:	Na, W., Marshall, R., Woodside, Arch
Format:	Journal Article
Published:	Emerald Group 2009
Subjects:	advertising agencies protocols systems analysis decision theory decision making
Online Access:	http://hdl.handle.net/20.500.11937/16165

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