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MARKETING BUDGETING (RLE MARKETING) IBD

ROUTLEDGE
11 / 2015
9781138995635
Inglés

Sinopsis

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.

PVP
55,62