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    Marketing Budgeting (RLE Marketing)

    Marketing Budgeting (RLE Marketing)

    - A Political and Organisational Model

    Af
    Bog
    • Format
    • Bog, hardback
    • Engelsk
    • 542 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
    • Sidetal542
    • Udgivelsesdato22-08-2014
    • ISBN139781138790896
    • Forlag Routledge
    • FormatHardback
    Størrelse og vægt
  • Vægt816 g
    • coffee cup img
    10 cm
    book img
    15,6 cm
    23,4 cm

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    Machine Name: SAXO082