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Marketing Budgeting (RLE Marketing)

- A Political and Organisational Model

Bag om Marketing Budgeting (RLE Marketing)

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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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781138995635
  • Indbinding:
  • Paperback
  • Sideantal:
  • 538
  • Udgivet:
  • 26. november 2015
  • Størrelse:
  • 156x234x28 mm.
  • Vægt:
  • 453 g.
Leveringstid: 8-11 hverdage
Forventet levering: 27. november 2024

Beskrivelse af Marketing Budgeting (RLE Marketing)

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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