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Essay / Research Paper Abstract
A 4 page paper assessing whether a company should outsource all of its marketing. The paper discusses outsourcing in general; the sources of failure; and the benefits of a well-managed effort to conclude with the recommendation that the organization fully outsource its marketing efforts. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgOutsrc.rtf
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Unformatted sample text from the term paper:
raised the "What business are we in?" question in his 40-year-old classic, "Marketing Myopia." After the face of business changed so dramatically in the late 1980s and early 1990s,
many organizations asked themselves the same question and then determined to focus only on that which they could name as core businesses. Unless the organization was a marketing firm,
marketing never came under the heading of "core business," of course. Some non-core businesses could be divested or spun off into other organizations,
but the marketing function still needed to remain attached to the organizations core business. To allow themselves to focus on that which they did best, however, many organizations began
to outsource necessary but non-core activities. The purpose here is to assess whether the same kind of decision might be in the companys best interests to pursue. What It
Is In the eyes of many, outsourcing equates to turning over a critical piece of the companys business to some outside entity and
then losing all control over it. This is not the case, of course, though some organizations seem to have approached outsourcing in the vein of "out of sight, out
of mind." Even when a function is outsourced to an outside entity, the organization still must maintain managerial control over the process and product, regardless of what that product
is. The "product" of outsourcing may be on-time, accurate payroll, a widget subassembly or the marketing function. The benefit of outsourcing is
that it not only allows the organization to focus on what it does best, it also allows it to pass on tasks and responsibilities in which its expertise is not
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