| Marketing Budgeting (RLE Marketing): A Political and Organisational Model Contributor(s): Piercy, Nigel (Author) |
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ISBN: 1138790893 ISBN-13: 9781138790896 Publisher: Routledge OUR PRICE: $209.00 Product Type: Hardcover - Other Formats Published: September 2014 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Corporate Finance - General |
| Dewey: 658.155 |
| Series: Routledge Library Editions: Marketing |
| Physical Information: 1.1" H x 6.2" W x 9.1" (1.50 lbs) 542 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |