Marketing outsourcing and global crisis: Serbian perspective

This paper examines global crisis impact on the market of professional marketing services and explores shifts of some traditionally in-house marketing activities toward outsourcing, and vice versa. The special focuf, is on the corporations and marketing consultancies and changes they report in their business behavior and procurement/salesofspecialized marketing services. The study surveyed executives of largest Serbian companies and number of leadingmarketingconsultants. Ourfindings indicate that Serbian companies, during the crisis, switch their funds and increase investing in BTL and short-term marketing activities, whilst long-term marketing activities are found to suffer the most.