Welcome Tuesday, January 06, 2009
Marketing Services Procurement
Procurement leaders are playing an increasingly important role in governing the purchasing of marketing-related services. Often an organisation's largest indirect spend category, debates about cost versus value and marketing's intangible nature makes this one of the most complex spend areas to manage.
The complexities of marketing services procurement create a number of challenges but with global marketing spend often running into hundreds of millions, procurement can add real value to the bottom line by implementing new processes, systems, techniques and approaches to tackle this often unmeasured and fragmented area of spend.
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Through collaboration and understanding, procurement and marketing can align their objectives and create opportunities to drive efficiency and value creation without comprising one of an organsations most important assets, its brand.
ARTICLES
- De-coupling the Marketing Services Supply Chain
Tue, 04 Nov 2008 15:54:00 - The value of brand
Tue, 04 Nov 2008 15:54:00 - In the eye of the storm
Tue, 21 Oct 2008 15:47:00 - Procurement and Marketing
Thu, 01 May 2008 09:09:42 - The 21st century challenge
Fri, 01 Feb 2008 09:18:19
RESEARCH
Purchasing Marketing Services
Brand value has historically been difficult to quantify, but there is growing recognition that brands should be measured as economic assets and be managed as such. The recognition of acquired goodwill, including brands, has become a firm fixture on the balance sheet...
