Summary
We interviewed 198 marketers about how they outsource 10 related database marketing services. Bottom line: Direct marketers are hungry for outsourcing services. They turn to service providers for data processing, technology, and analytic expertise but are more protective of the strategic elements of their programs. Midmarket clients are hungry for packaged, lower-cost solutions, but service providers — unconvinced about the value of this market — are slow to respond.
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