Marketing: Who's really minding the store globally? |
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Authors: | Linda C Ueltschy John K Ryans Jr |
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Institution: | a Bowling Green State University, Bowling Green, OH 43403, USA b Kent State University, Kent, OH 44242, USA c The University of Calgary, Calgary, Alberta, Canada T2N 1N4 |
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Abstract: | In today's highly competitive global marketplace, firms have increasingly turned to outsourcing. In fact, it is not just “blue collar” jobs being outsourced, but “white collar” jobs, as well. Even marketing, “the window to the company's worldwide customer base,” is feeling outsourcing pressures. This article takes a look at the corporate implications of outsourcing global marketing functions and reports the findings of a telephone survey conducted among U.S. and Canadian marketing executives. U.S. firms were found to outsource marketing activities more frequently than Canadian firms, often at the expense of control and customer satisfaction. |
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Keywords: | Marketing Outsourcing Customer satisfaction Call centers |
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