Central European Business Review 2016, 5(3):78-87 | DOI: 10.18267/j.cebr.160

Specifics and Features of Outsourcing Marketing Communications Activity

Grzegorz Hajduk
Grzegorz Hajduk PhD, University of Rzeszów, Faculty of Economics, Department of Marketing and Entrepreneurship, ul. M. Ćwiklińskiej 2, 35-601 Rzeszów, Poland, grzehaj@ur.edu.pl

The aim of this paper is to describe the outsourcing of marketing communications as a business trend. The author discusses possible scopes of external entities' involvement and presents positive and negative aspects of marketing communications outsourcing. Efficient use of modern forms of marketing communication is the domain of a highly specialized group of agencies and other providers of marketing services. The use of their creativity, competence and skills in the field of communication has a significant impact on its effectiveness. For many companies, it is currently more profitable to benefit from external specialists instead of hiring them and improving their competence within the organization. This solution also seems more beneficial with respect to the effectiveness of management and optimization of resources. However, given the importance of the brand as a company's most crucial intangible asset of strategic importance, delegating all decision-making power associated with it beyond the company is irrational. The choice of strategies and determination of key assumptions relating to integrated marketing communication should remain the responsibility of the parent company.

Keywords: Marketing communications; outsourcing; brand; marketing; strategy
JEL classification: D83, L82, L86, M31

Received: July 15, 2016; Revised: September 2, 2016; Published: September 30, 2016  Show citation

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Hajduk, G. (2016). Specifics and Features of Outsourcing Marketing Communications Activity. Central European Business Review, 5(3), 78-87. doi: 10.18267/j.cebr.160
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