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.
| ISBN: | 9781317652779 |
| Publication date: | 15th September 2014 |
| Author: | Piercy, Nigel |
| Publisher: | Taylor and Francis |
| Format: | Ebook |
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.
Paperback, Ebook, Hardback. £29.99. Not Available.
Marketing Budgeting (RLE Marketing) was written by Piercy, Nigel and published by Taylor and Francis
£29.99. Not Available.