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The growing use of outside consulting services to help brand marketers meet limited and broad-scale marketing objectives is fueled by three Cs: complexity, competition and contraction.Complexity is driven by the sheer number of new marketing and distribution techniques, from category management to flow-through logistics, all of which interrelate.Competition is pressing fast-moving consumer goods companies

The growing use of outside consulting services to help brand marketers meet limited and broad-scale marketing objectives is fueled by three Cs: complexity, competition and contraction.

Complexity is driven by the sheer number of new marketing and distribution techniques, from category management to flow-through logistics, all of which interrelate.

Competition is pressing fast-moving consumer goods companies to advance their expertise rapidly and in many areas at once.

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