F1-02·F1 — What Marketing Actually Is
The Three Practitioners: Client, Agency, In-House
The productive tension
In-houseandagency as complementary, not competing
The synthesis
Marketing is not something one entity does alone. It is a joint practice involving three distinct practitioners -- the client-side marketer, the in-house team, and the external agency. Each brings irreplaceable strengths. The false dichotomy of "bring it in-house OR use an agency" ignores that the best marketing organisations calibrate the balance, not eliminate one side.
Learning objectives
- →Identify the three distinct practitioner roles in marketing
- →Explain the structural strengths and limitations of each
- →Articulate why the in-house vs. agency debate is a false dichotomy
- →Describe the conditions under which each model performs best
- →Apply the Both/And lens to marketing organisational design
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