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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.
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Marketing Budgeting (RLE Marketing), Nigel Piercy
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- Année de publication
- 2014
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