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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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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Add this copy of Marketing Budgeting (RLE Marketing): A Political and to cart. $37.53, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2015 by Routledge.
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Add this copy of Marketing Budgeting (RLE Marketing): A Political and to cart. $140.91, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2014 by Routledge.