Marketing Budgeting (RLE Marketing)
A Political and Organisational Model| By: | Nigel Piercy |
| Publisher: | Taylor & Francis |
| Print ISBN: | 9781138790896 |
| eText ISBN: | 9781317652762 |
| Edition: | 1 |
| Copyright: | 1986 |
| Format: | Reflowable |
Lifetime - $47.99
eBook Features
Instant Access
Purchase and read your book immediately
Read Offline
Access your eTextbook anytime and anywhere
Study Tools
Built-in study tools like highlights and more
Read Aloud
Listen and follow along as Bookshelf reads to you
Details
Table of Contents
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.