Marketing Budgeting (RLE Marketing) : A Political and Organisational Model Hardback
by Nigel Piercy
Part of the Routledge Library Editions: Marketing series
Hardback
Description
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.
Information
-
Out of stock
- Format:Hardback
- Pages:542 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:22/08/2014
- Category:
- ISBN:9781138790896
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Information
-
Out of stock
- Format:Hardback
- Pages:542 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:22/08/2014
- Category:
- ISBN:9781138790896