Nigel Piercy

Marketing Budgeting (RLE Marketing)

A Political and Organisational Model

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 542
• Erscheinungstermin: 16. September 2014
• Englisch
• Abmessung: 231mm x 157mm x 28mm
• Gewicht: 680g
• ISBN-13: 9781138790896
• ISBN-10: 1138790893
• Artikelnr.: 40496530

Autorenporträt

Multivolume collection by leading authors in the field

Inhaltsangabe

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.