Hot for offshoring: why it makes sense for marketers

The rationale for relocating a business process from one country to another is usually to benefit from lower costs.

Hot for offshoring: why it makes sense for marketers

David Wethey Agency Assessments International

There is nothing new in the idea of sending work overseas, although the term 'offshoring' itself is new, and many of the venues are a surprise. Even before the economic downturn, actively controlling cost in the supply chain made perfect sense for marketers, as Charles Kirchner argued eloquently in Issue 42 of Market Leader. Now it's a no brainer. If we factor in the fevered debate about how agencies should be remunerated, offshoring is clearly also in the interest of agencies, as they...

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