Marketing Budgeting (RLE Marketing)

A Political and Organisational Model

AvNigel Piercy

Häftad, Engelska, 2015

Del i serien Routledge Library Editions: Marketing

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2015-11-26
Mått:156 x 234 x 29 mm
Vikt:453 g
Format:Häftad
Språk:Engelska
Serie:Routledge Library Editions: Marketing
Antal sidor:538
Förlag:Taylor & Francis Ltd
ISBN:9781138995635

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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Innehållsförteckning

1. Introduction Part 1: Marketing Budgeting in Theory and Practice 2. Normative theories of Marketing Budgeting 3. Descriptive Studies of Budgeting Practice Part 2: An Organisational and Political Perspective for Marketing and Budgeting 4. Developing An Organsational Perspective on Marketing 5. Organisational Power 6. Organisational Politics 7. The Use of Power and Politics – A Contingency Model 8. An Information-Structure-Power Theory of Marketing 9. The Power and Politics of marketing Budgeting Part 3: An Empirical Study of the Power and Politics of Marketing Budgeting 10. The Empirical Approach 11. The Status Quo of Marketing and Marketing Budgeting 12. The Power and Politics of Resource Allocation in Marketing Part 4: Conclusions 13. Synthesis: An Organisational/Political Perspective on Marketing Budgeting 14. Implications for Managing Marketing Actions and Resources.