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Marketing Budgeting: A Political and Organisational Model by Nigel Piercy 9781138995635
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Marketing Budgeting: A Political and Organisational Model by Nigel Piercy 9781138995635

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Description

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.

Book Information
ISBN 9781138995635
Author Nigel Piercy
Format Paperback
Page Count 538
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 998g

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