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Marketing Budgeting (RLE Marketing)

- A Political and Organisational Model

Bog
  • Format
  • Bog, hardback
  • Engelsk
  • 538 sider

Beskrivelse

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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Detaljer
  • SprogEngelsk
  • Sidetal538
  • Udgivelsesdato23-10-2013
  • ISBN139781138790896
  • Forlag Taylor & Francis Ltd
  • Nummer i serien429
  • FormatHardback
  • Udgave0
Størrelse og vægt
  • Vægt816 g
  • Dybde2,7 cm
  • coffee cup img
    10 cm
    book img
    15,6 cm
    23,4 cm

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