Marketing Budgeting (RLE Marketing)

A Political and Organisational Model

By:

Nigel Piercy

Format:

Hardback

Series:

Routledge Library Editions: Marketing

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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.

Author Biography:

Multivolume collection by leading authors in the field

Release date NZ

August 22nd, 2014

Author

Nigel Piercy

Audiences

Professional & Vocational
Tertiary Education (US: College)

Pages

542

Series

Routledge Library Editions: Marketing

Dimensions

156x234x28

ISBN-13

9781138790896

Product ID

22126628

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