Win-Win-House: How to Move Marketing In-House and Have the Best of Both Worlds

Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there's a way to make your marketing setup a win-win-house-a setup that offers both sets of advantages at the same time.

This book expl...