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Nigel Piercy
Marketing Budgeting (RLE Marketing) [PDF ebook]
A Political and Organisational Model

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Copertina de Nigel Piercy: Marketing Budgeting (RLE Marketing) (PDF)

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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Limba Engleză ● Format PDF ● Pagini 542 ● ISBN 9781317652779 ● Editura Taylor and Francis ● Publicat 2014 ● Descărcabil 3 ori ● Valută EUR ● ID 3377595 ● Protecție împotriva copiilor Adobe DRM

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