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.

Overview

You will need two types of resource to be able to implement your marketing communications programme: internal resources and...