Marketing Budgeting (RLE Marketing)
A Political and Organisational Model
Business & Finance, Marketing & Sales
| Author: | Nigel Piercy | ISBN: | 9781317652762 |
| Publisher: | Taylor and Francis | Publication: | September 15, 2014 |
| Imprint: | Routledge | Language: | English |
| Author: | Nigel Piercy |
| ISBN: | 9781317652762 |
| Publisher: | Taylor and Francis |
| Publication: | September 15, 2014 |
| Imprint: | Routledge |
| Language: | English |
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.
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.
