Outside insiders: Choosing, using marketing consultants.

The article presents suggestions for organizations regarding when to appoint marketing consultants and what types of results to expect from them. Outside consultants are appointed basically for extending capabilities of the organizations, providing specialized operational expertise, providing a fresh perspective thinking, and developing a marketing strategy and growth plan. External marketing consultants brings objectivity to a company as they do not have any role in the company's politics as well as they do not have self-vested promotional aspirations.