Marketing Budgeting (RLE Marketing) - 9781138790896

Name: Marketing Budgeting (RLE Marketing) - 9781138790896
Brand: Taylor & Francis

Taylor & Francis

Marketing Budgeting (RLE Marketing)A Political and Organisational Model\nAuthor(s): Nigel Piercy\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138790896, 978-1138790896\nSynopsis\nThis 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.