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Marketing Budgeting (RLE Marketing): A Political and Organisational Model - Routledge Library Editions: Marketing Nigel Piercy 1.º edición
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Marketing Budgeting (RLE Marketing): A Political and Organisational Model - Routledge Library Editions: Marketing
Nigel Piercy
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.
538 pages
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 26 de noviembre de 2015 |
| ISBN13 | 9781138995635 |
| Editores | Taylor & Francis Ltd |
| Páginas | 538 |
| Dimensiones | 150 × 220 × 10 mm · 453 g |
| Lengua | Inglés |
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