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Marketing Budgeting (RLE Marketing): A Political and Organisational Model (Routledge Library Editions: Marketing) (Volume 14)
Nigel Piercy
Hardcover. Routledge 2014-09-03.
ISBN 9781138790896
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Publisher description
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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Marketing Budgeting
Book reviews » Marketing Budgeting (RLE Marketing): A Political and Organisational Model (Routledge Library Editions: Marketing) (Volume 14)
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