The departments that defined agency disciplines a generation ago (account management, media, public relations, research) have themselves been divided into so many specialties and subspecialties as to make their original labels almost meaningless.

FORBES: The Idea CMOs Need Now

In other words, haggling not only determines how the surplus from trade is divided, it also reduces the surplus once the cost of the haggling is taken into account.

FORBES: Haggling, Social Norms, and Economic Efficiency