Nigel Piercy
Marketing Budgeting (RLE Marketing)
A Political and Organisational Model
Gebonden Engels 2014 9781138790896Levertijd ± 11 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9781138790896
Taal:Engels
Bindwijze:Gebonden
Aantal pagina's:542
Uitgever:Taylor & Francis Ltd
Hoofdrubriek:Reclame en verkoop, Marketing, Reclame en verkoop
Thema:
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Inhoudsopgave
1. Introduction Part 1: Marketing Budgeting in Theory and Practice 2. Normative theories of Marketing Budgeting 3. Descriptive Studies of Budgeting Practice Part 2: An Organisational and Political Perspective for Marketing and Budgeting 4. Developing An Organsational Perspective on Marketing 5. Organisational Power 6. Organisational Politics 7. The Use of Power and Politics – A Contingency Model 8. An Information-Structure-Power Theory of Marketing 9. The Power and Politics of marketing Budgeting Part 3: An Empirical Study of the Power and Politics of Marketing Budgeting 10. The Empirical Approach 11. The Status Quo of Marketing and Marketing Budgeting 12. The Power and Politics of Resource Allocation in Marketing Part 4: Conclusions 13. Synthesis: An Organisational/Political Perspective on Marketing Budgeting 14. Implications for Managing Marketing Actions and Resources.
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