Marketing Budgeting (RLE Marketing)

A Political and Organisational Model

Auteurs

• Nigel Piercy

Paramètres

• 542 pages
• 19 heures de lecture

• Affaires et économie

En savoir plus sur le livre

Focusing on an organizational perspective, this book challenges traditional theories of resource allocation in marketing by emphasizing the significance of structure and process over mere budgeting techniques. It explores how marketing organizations and their processes are influenced by power dynamics and politics, presenting market budgets as the result of political outcomes. This innovative approach provides a fresh lens through which to understand the complexities of marketing resource allocation.

Achat du livre

• Année de publication: 2014
• Reliure: (rigide)