Marketing Budgeting (RLE Marketing)
Av Nigel Piercy, 2015.Del av serien Routledge Library Editions: Marketing.
A Political and Organisational Model
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.
Språk: Engelsk
Oppdag mer
Marketing Budgeting (RLE Marketing)
Av Nigel Piercy, 2015.Del av serien Routledge Library Editions: Marketing.
A Political and Organisational Model
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.
Oppdag mer
Språk: Engelsk
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