This post was co-authored with Anne T. Coughlan, Polk Bros. Chair in Retailing and Professor of Marketing, Kellogg School of Management, Northwestern University and Sylvia Yang, Senior Consultant, Deloitte LLP. Today’s consumers want more, they want

I asked top marketers to report how much they expected their companies to outsource marketing in the next 12 months. This percentage has grown over time as shown in Figure 1. In fact the last