Marketing Budgeting (RLE Marketing): A Political and Organisational Model

1st Edition

Nigel Piercy

Routledge
Published November 26, 2015
Reference - 538 Pages
ISBN 9781138995635 - CAT# Y210742
Series: Routledge Library Editions: Marketing

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Summary

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.

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