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Specifics and Features of Outsourcing Marketing Communications Activity

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  • Grzegorz Hajduk

Abstract

The aim of this paper is to describe the outsourcing of marketing communications as a business trend. The author discusses possible scopes of external entities' involvement and presents positive and negative aspects of marketing communications outsourcing. Efficient use of modern forms of marketing communication is the domain of a highly specialized group of agencies and other providers of marketing services. The use of their creativity, competence and skills in the field of communication has a significant impact on its effectiveness. For many companies, it is currently more profitable to benefit from external specialists instead of hiring them and improving their competence within the organization. This solution also seems more beneficial with respect to the effectiveness of management and optimization of resources. However, given the importance of the brand as a company's most crucial intangible asset of strategic importance, delegating all decision-making power associated with it beyond the company is irrational. The choice of strategies and determination of key assumptions relating to integrated marketing communication should remain the responsibility of the parent company.

Suggested Citation

  • Grzegorz Hajduk, 2016. "Specifics and Features of Outsourcing Marketing Communications Activity," Central European Business Review, Prague University of Economics and Business, vol. 2016(3), pages 78-87.
    • Handle: RePEc:prg:jnlcbr:v:2016:y:2016:i:3:id:160:p:78-87
    DOI: 10.18267/j.cebr.160
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    References listed on IDEAS

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    1. McIvor,Ronan, 2005. "The Outsourcing Process," Cambridge Books, Cambridge University Press, number 9780521844116, October.
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    More about this item

    Keywords

    Marketing communications; outsourcing; brand; marketing; strategy;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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