Debunking the Myths of Marketing Sourcing

Topics:
Marketing Strategy,
Sourcing
Tags:
A.T. Kearney,
Marketing,
Marketing Research,
Strategic Sourcing
Source:
A.T. Kearney

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Overview: This paper explains why, for companies that are new to strategic sourcing of marketing programs and services, the benefits can be significant. Much of the gain comes from relatively simple steps, such as reducing the number of suppliers and standardizing the requests for information or proposals. Despite the advantages, many companies are reluctant to impose the discipline of strategic sourcing on their marketing departments. Much of this hesitation arises from three common misperceptions. It's time to debunk those myths.

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Format: PDF | Size: 489KB | Date: Nov 2003 | Pages: 13

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