The Evolution of Marketing Procurement
The relatively new discipline of marketing procurement has already existed in the industry for over a decade... and it continues to stir emotions. Initially loathed by agencies, as well as by marketers, procurement entered the scene at a time when marketing was synonymous with creativity (and not cost-consciousness). Now, in today's new era of ROI, Big Data and economic re-settings, procurement is largely accepted as a means of insuring that marketing investment, agency management and media spending not only deliver value, but are efficiently maximized, best optimized and within budget.
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Source
"The Evolution of Marketing Procurement." The Internationalist. Number 64, 2013.