Marketing Budgeting (RLE Marketing): A Political and Organisational Model
Sep 2014 · Routledge
Ebook
542
Pages
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Eligible
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About this ebook
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.
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Multivolume collection by leading authors in the field
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