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Marketing Budgeting (RLE Marketing)
A Political and Organisational Model
Udgivet af Taylor & Francis Ltd
ISBN
9781138995635
Om denne bog
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 organis…
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Bogdetaljer
Forfatter
Nigel Piercy
Forlag
Taylor & Francis Ltd
Kategori
Ejerskab og selskabsformer
ISBN-13
9781138995635
EAN
9781138995635
Format
Hæftet
Sprog
Engelsk
sider
538
Undertitel
- A Political and Organisational Model
Produktbeskrivelse
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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