Marketing Budgeting (RLE Marketing): A Political and Organisational Model, 1st Edition (Paperback) book cover

Marketing Budgeting (RLE Marketing)

A Political and Organisational Model, 1st Edition

By Nigel Piercy

Routledge

538 pages

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Description

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.

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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Multivolume collection by leading authors in the field

About the Series

Routledge Library Editions: Marketing

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General