Marketing Budgeting (RLE Marketing): A Political and Organisational Model (Routledge Library Editions: Marketing)
ISBN-13:
9781138790896
ISBN-10:
1138790893
Edition:
1
Author:
Nigel Piercy
Publication date:
2014
Publisher:
Routledge
Format:
Hardcover
542 pages
Category:
Corporate Finance
,
Finance
,
Marketing
,
Marketing & Sales
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Book details
ISBN-13:
9781138790896
ISBN-10:
1138790893
Edition:
1
Author:
Nigel Piercy
Publication date:
2014
Publisher:
Routledge
Format:
Hardcover
542 pages
Category:
Corporate Finance
,
Finance
,
Marketing
,
Marketing & Sales
Summary
Marketing Budgeting (RLE Marketing): A Political and Organisational Model (Routledge Library Editions: Marketing) (ISBN-13: 9781138790896 and ISBN-10: 1138790893), written by authors
Nigel Piercy, was published by Routledge in 2014.
With an overall rating of 4.2 stars, it's a notable title among other
Corporate Finance
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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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