Marketing Budgeting

Marketing Budgeting : A Political and Organisational Model

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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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Product details

  • Paperback | 542 pages
  • 156 x 234 x 27.94mm | 997g
  • Taylor & Francis Ltd
  • London, United Kingdom
  • English
  • black & white illustrations
  • 1138995630
  • 9781138995635

Table of contents

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.
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About Nigel Piercy

Multivolume collection by leading authors in the field
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