have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time. This book explains how to move marketing in-house and have the best of both worlds. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds.