Marketing Budgeting (RLE Marketing)

A Political and Organisational Model

Autori

• Nigel Piercy

Parametri

Pagine

542pagine

Tempo di lettura

19ore

• Economia e affari

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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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Lingua: Inglese

Pubblicato: 2014

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