Offshore Our Marketing Functions? 'No Way,' Say US Marketers

04 December 2007

NEW YORK: Turkeys don't vote for Christmas. So it's not surprising that more than three-quarters of senior US marketing executives eschew the idea of off-shoring any part of their marketing function.

So reports The Marketing Executives Networking Group, a national network of top-level US marketing executives which recently polled its 1,600 members on the thorny issue of off-shoring.

According to the MENG's first annual survey, Top Marketing Trends for 2008, fewer than a quarter of respondents said their companies exported any aspect of their marketing function.

But could there be an element of whistling in the dark about this finding?

Tom Anderson, managing partner of Anderson Analytics thinks there could.

"A lot of companies are engaging in 'knowledge process offshoring'," he claims. "For instance in my specific area of marketing, market research, almost all of the larger companies are trying their hand at offshoring while trying to keep it as quiet as possible."

US poet T S Eliot saw it coming many years ago - as befits a onetime bank manager: "This is the way the world ends / Not with a bang but a whimper," he wrote in 1925.

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