ABSTRACT
By the end of this chapter you should:
be aware of the importance of resource planning and management;
understand the harmony required between internal and external resources;
clearly understand the process involved in choosing a new marketing communications service provider;
clearly understand the criteria used in selecting a new marketing communications service provider;
have an insight into why it is vital to brief service providers thoroughly, from both the client and service provider perspective;
understand the briefing process;
know what should be in a good brief;
be aware of the key issues involved in managing service providers;
understand the importance of checking laws and controls that affect communications.
