oa Journal of Marketing - We are not buying a bag of potatoes! : Services SETA
This message was quite clear: contracting an agency to do your creative work - whether it is ATL, BTL or TTL is only management able you have agreed the scope of work and negotiated the budget against deliverables. Speaking at the third Chartered marketer Continuous Professional Development (CPD) workshop in Johannesburg this year, Hein Hoogeboom, Cost Consultant at The Advertising Cost Consultants and cost management consultant in marketing for more than 20 years, ways that the problem is it's not like buying a bag of potatoes where the product is tangible and the quality is easily quantifiable.
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