Welcome Saturday, February 04, 2012
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 organisations most important assets, its brand.
MARKETING PROCUREMENT NEWS
- General Motor consolidates advertising into single $3bn contract
Wed, 25 Jan 2012 11:13:14 - Top Euro companies 'wasting millions' in marketing procurement
Wed, 07 Dec 2011 10:07:37 - Analysis: Procuring digital media services poses pitfalls for the unwary
Tue, 30 Aug 2011 11:11:27
MARKETING PROCUREMENT BLOG
MARKETING PROCUREMENT ARTICLES
- Roundtable: Marketing spend, New York
Mon, 19 Oct 2009 16:28:16 - Marketing spend: To retain or not to retain…
Mon, 19 Oct 2009 16:23:10 - Profile: Ron Carcamo, CPO, Yahoo
Tue, 18 Aug 2009 14:32:48 - 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
MARKETING PROCUREMENT 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...
