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Working with External Service Providers

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0013
Subject:
Business and Management, Marketing

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 ... More


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