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Marketing Budgeting (Rle Marketing): A Political and Organisational Model: Routledge Library Editions: Marketing

Autor Nigel Piercy
en Limba Engleză Hardback – 16 sep 2014

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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Specificații

ISBN-13: 9781138790896
ISBN-10: 1138790893
Pagini: 542
Dimensiuni: 157 x 231 x 28 mm
Greutate: 0.68 kg
Editura: Routledge
Seria Routledge Library Editions: Marketing


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