In-house or outsource: when and how to hire (and fire) a marketing services agency

Article Abstract:

The decision to keep marketing services in-house or to hire an outside agency should balance the loss of control that comes from outsourcing with the expertise, contacts, and outside perspective that an outside agency can provide. If the decision is made to hire an outside firm, the executive in charge of the search should ask for recommendations from other executives, write a request for proposals, and ask each prospective firm about facts such as its turnover rate, employee-to-billing ratio, and client retention rate. The performance of outside firms need to be monitored constantly after they are hired.

Marketing Management, Methods, Outsourcing

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Portrait of a Web surfer: Accrue and Andromedia beta-test software designed to paint a more complete picture of Web site visitors

Article Abstract:

Some Web site developers are beta testing software that allows them to find out more about visitors to their Web pages. The software tracks each visitor's modem, browser, domain location, and bytes served. In contrast to earlier tracking programs, the new programs identify trends not only in user behavior, but in the factors that drive user response. Accrue Software Inc's Accure Insight and Andromedia Inc's Aria programs are discussed.

Prepackaged software, Computer software industry, Software industry, Software, Product information, Marketing, Web sites (World Wide Web), Web sites, Electronic marketing, Accrue Software Inc., Andromedia Inc.

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Think small; more and more exhibitors are getting down to business at regional trade shows

Article Abstract:

Companies are increasingly sending representatives to regional trade shows with fewer than 1,000 participants instead of attending large, faraway shows. The benefits include greater opportunities to interact with suppliers, as well as closer proximity to them. For exhibitors, a major advantage is that purchasing personnel tend to come to the shows ready to buy. Also, small exhibitors are on an even footing with large vendors.

Trade Shows & Conventions, Trade shows

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