Marketing Budgeting (RLE Marketing)
| Author | : Nigel Piercy |
| Publisher | : Routledge |
| Total Pages | : 543 |
| Release | : 2014-09-15 |
| ISBN-10 | : 9781317652779 |
| ISBN-13 | : 1317652770 |
| Rating | : 4/5 (79 Downloads) |
Book Synopsis Marketing Budgeting (RLE Marketing) by : Nigel Piercy
Download or read book Marketing Budgeting (RLE Marketing) written by Nigel Piercy and published by Routledge. This book was released on 2014-09-15 with total page 543 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
