Marketing Budgeting (RLE Marketing)

Name: Marketing Budgeting (RLE Marketing)
Author: Nigel Piercy

A Political and Organisational Model

Specificaties

Paperback, 538 blz. | Engels

Taylor & Francis | 1e druk, 2015

ISBN13: 9781138995635

Rubricering

Taylor & Francis 1e druk, 2015 9781138995635

Onderdeel van serie Routledge Library Editions: Marketing

61,18

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Verwachte levertijd ongeveer 11 werkdagen

Samenvatting

This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.