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The Art and Science of MarketingMarketing for Marketing Managers$
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Grahame Dowling

Print publication date: 2004

Print ISBN-13: 9780199269617

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199269617.001.0001

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Working with External Service Providers

Working with External Service Providers

(p.397) Chapter 13 Working with External Service Providers
The Art and Science of Marketing

Grahame R. Dowling

Oxford University Press

This chapter focuses primarily on advertising agencies and market research firms, the two principal outside suppliers of professional services to most marketing managers. The issues that govern the working relationship between the organization and these two agents are similar to those for other service providers. To implement many of the organization's marketing programmes requires working with outside suppliers of services, such as consultants, distributors, advertising agencies, and market research firms. Being outside the organization enables them to look at the marketing issues with more detachment than most insiders. Good working relationships with service suppliers provide leverage for the marketing team's internal capabilities. However, to gain the most benefit from these professional service firms requires the development of a commercial arrangement that is based on sound economic foundations.

Keywords:   research firms, advertising agencies, external service providers, marketing research, decision tree

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