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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Langue Anglais ● Format PDF ● Pages 542 ● ISBN 9781317652779 ● Maison d’édition Taylor and Francis ● Publié 2014 ● Téléchargeable 3 fois ● Devise EUR ● ID 3377595 ● Protection contre la copie Adobe DRM
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