The Care and Feeding of Marketing Consultants

Abstract

There is a way to use competent outside consulting services. There is a way to discriminate between those who are competent and those who are not. There is a way for management to utilize outside contributions without ever abdicating its own responsibilities. These are important considerations. But what if management responsibilities are abdicated and management thinks that in a consultant it has found a “crutch”? Here is a realistic diagnosis of the question.