Taylor & Francis
Marketing Budgeting (RLE Marketing)
Edition: 1st Edition
Subjects: Economics,
Economics, finance, business & management
ISBN13: 9781138790896
Published: 22 Aug 2014
Format - Hardback
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Regular price
A$193.60
Sale price
A$193.60
Regular price
A$242.00
Marketing Budgeting (RLE Marketing)
Regular price
A$193.60
Sale price
A$193.60
Regular price
A$242.00
Product description
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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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