The Secrets of Success in Marketing

226 PART 4 People matter: the inside track to success

One example is a telecommunications company that was

aiming to cut its costs by reducing headcount across all

departments. The marketing department faced the prospect

of losing two experienced executives who would be essen-

tial in meeting their targets over the coming year. Their

solution was to make the executives redundant, which met

their internal requirements. The executives then joined a

resourcing agency who hired them back to the company with

payment from a marketing services budget. The company

was able to show reduced overheads, but was able to ...