Getting the Best from Agencies and other outside services

• Main Author: Smith, Geoffrey (Author)
• Other Authors: Hart, Norman (Editor)
• Format: Book
• Language: English
• Published: London Kogan Page 1994; ©1994
• Series: Marketing in action series series editor, Norman Hart
• Subjects: Advertising agencies > Great Britain; Advertising > Management > Great Britain
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 160 pages illustrations 21 cm
• Bibliography: Includes bibliographical references (page 155) and index
• ISBN: 0749411309 (paperback); 9780749411305 (paperback)

This practical guide shows how managers can make the most of external services through a process which entails careful selection, the drawing up of specific contracts, and the evaluation of the effectiveness of the final product. Packed with advice on making the maximum use of a broad range of marketing specialists, the text also demonstrates the pitfalls and advantages of using outside experts.