Resumen

GOMEZ-RAMIREZ, Claudia. Client Retention in Events Agencies. Palabra Clave [online]. 2011, vol.14, n.2, pp.325-342. ISSN 0122-8285.

"Events 5" are part of the mixture of effective communication for brands, and today, they demand a strategic management. It is important for the specialized organizations that provide this service, to implement tools that enable them to be competitive in the long term through differentiation. To this end, the CESA has studied the client-agency of marketing communications relationship, primarily on the importance of the retention of clients in B2B relations, as the ones that have been held among events agencies and their clients. This article presents the main findings of an exploratory research on the issue of client retention, which includes profiles, key elements for satisfaction and relevant factors of the client-events agency relationship as fundamentals of business management. By having a better understanding of the clients profiles, agencies can be more productive and competitive, because they will be able to offer initiatives of services with particular characteristics.

Palabras clave : Events agencies; changes of agency; events; events agencies clients profile; client-agency relations; client retention.

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