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Routledge Library Editions: Marketing (27 vols): Marketing Budgeting (RLE Marketing): A Political and Organisational Model

Routledge Library Editions: Marketing (27 vols): Marketing Budgeting (RLE Marketing): A Political and Organisational Model

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  • ISBN-13: 9781138790896
  • Publisher: Routledge
  • Release Date: Sep 03, 2014
  • Edition: Reprint
  • Pages: 542 pages
  • Dimensions: 1.19 x 9.21 x 6.14 inches

Overview

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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