How to manage marketing services

This article argues that marketing services have expanded to the point that most campaigns cover a number of media; the question remains of how to manage this new landscape of services and media.

How to manage marketing services

Julian Saunders and Sharon Whale

Marketers face an increasingly difficult problem: how to manage the ever increasing range of services that are required for effective marketing. Here we present two views on how to move forward. Julian Saunders argues that clients must take more responsibility for good briefing and a more coordinated management of the process. Sharon Whale argues for a more radical solution: bringing all or some of the process in-house.

Jeremy Caplin reports that trust is declining between agencies and clients (Market Leader,Q3 2016). Nothing good comes of mutual distrust: it...

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