A kiskereskedelmi marketing kiszervezésének létjogosultsága

Abstract

In our research we presented how it works - theoretically - if a retail company outsources its marketing actions, because they want to focus on their core business. This is what we set against the patterns of weekday routines, which makes it impossible to interpret the conecpt of outsourcing itself. We supported this statement with a case study and an in-depth interview. Our hypothesis is: one single company can not be a value-creating part of another company. (Our statement related strictly to the relationship between a marketing agency and a retail company). In our opinion is that it not a rational solution but a wasteful behavior to outsource retail marketing actions. Parties in this relationship may consider this cooperation a strict cooperation, but this situation lacks measure and conscious activity. Due to this, and due to subjective marketing decisions, unforeseen pulses effect the supply chain of the retail company, that they can choose to manage or not.