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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    Advertising Marketing Marketing Information Systems Marketing-Organisation RLE PIMS Marketing budgeting Trade-Marketing Chief Marketing Executive Double Log Transformation Information Structure Power Model Part Iii Pol Itics Resource Allocation Process SP Model Te Ch Marketing Resource Allocation Marketing Sub-unit Information Processing Burdens Sub-unit Power UK Firm Upward Influence Marketing Structures Marketing Department Sales Response Function Relative Perceived Power Strategic Contingencies

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