ABSTRACT
American Textbook Company grows and prospered. It is now one of the top college textbook publishers in the world. Steve Carter landed at American Textbook; he surprises to find the company had never used an outside resource. He felts an outside agency provides the best service in developing individual brand personalities for each division, handle the ever-growing and more complex media situation. He believes an outside advertising agency would look at each division more objectively and spend its efforts making each one distinctive. The company always done all of its own advertising through the use of an "in-house" advertising agency. Steve Carter listens to Jim Lavaca's arguments but wasn't convinced that keeping things in-house was the best course of action. He felts Jim was just protecting turf. He didn't blame Jim for wanting to keep the status quo; he knew brought in to a difference.
