Marketing Budgeting (RLE Marketing): A Political and Organisational Model - Routledge Library Editions: Marketing - Nigel Piercy - Books - Taylor & Francis Ltd - 9781138995635 - November 26, 2015
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Nigel Piercy
Marketing Budgeting (RLE Marketing): A Political and Organisational Model - Routledge Library Editions: Marketing 1st edition

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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.

538 pages

Media Books     Paperback Book   (Book with soft cover and glued back)
Released November 26, 2015
ISBN13 9781138995635
Publishers Taylor & Francis Ltd
Pages 538
Dimensions 150 × 220 × 10 mm   ·   453 g
Language English  

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