Taylor & Francis
Marketing Budgeting (RLE Marketing) - Paperback / softback
Edition: 1st Edition
Subjects: Economics,
Economics, finance, business & management
ISBN13: 9781138995635
Published: 26 Nov 2015
Format - Paperback / softback
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Regular price
A$50.39
Sale price
A$50.39
Regular price
A$62.99
Marketing Budgeting (RLE Marketing) - Paperback / softback
Regular price
A$50.39
Sale price
A$50.39
Regular price
A$62.99
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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