THE CLIENT OVER THE YEARS

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 21, Heft 1, S. 28-32

Abstract

Characteristics of the client-consultant relationship during the early days of marketing res (MR) were: (1) the relationship was at the top of the client company; (2) top management was more sold on the usefulness of MR than middle manag; (3) complete confidence between client & consultant; (4) the consultant was 'taken in' to the real problems of the business & all res was done with action in mind. The expansion of the number of marketing consultant firms as well as the inclusion of MR divisions within client companies led to many changes (which are deplored) in the client-consultant relationship, such as 'competitive bidding' which hinged on the idea that MR was a business not a profession. The current trend in client-consultant relationships shows 'a wholesome shift away from this second phase.' S. F. Fava.