Question

Topic: Strategy

Marketing Outsourcing: Examples, Advantages/disadv

Posted by Anonymous on 4/29/2009 at 5:06 PM ET 250 Points
Which consumer product companies have taken the decision of outsourcing its marketing departments? What are the advantages and disadvantages of taking a decision like that? Do you know any successful and unsuccessful cases?
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RESPONSES

  • Posted by ajanzer on 4/29/2009 at 5:35 PM Accepted
    You could outsource functions of the marketing dept -- lead generation, collateral development, website, etc. But marketing itself is an integral part of the business, I'm not sure how you'd outsource it. Read, well, nearly anything by Seth Godin, I just finished Meatball Sundae which does a good job talking about the role of marketing in the business as a whole.
  • Posted on 4/29/2009 at 7:14 PM Accepted
    Almost all consumer product companies outsource some part of their marketing. At the very least, they will usually hire outside firms from time to time to give them an outside perspective, even if the ideas/designs/programs are never implemented.

    Most of these companies will have some sort of RFP system for seeking outside bidders on specified projects. Also, large companies usually have certain quotas for awarding projects to small or minority owned companies. These jobs can be anything from marketing to landscape maintenance to training.
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