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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.
  • 8-11 hverdage.
  • 11. december 2024
Forlænget returret til d. 31. januar 2025

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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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