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Marketing Budgeting (Routledge Library Editions: Marketing)
Piercy Nigel: (Author)
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Routledge Chapman Hall
· Paperback
Marketing Budgeting (Routledge Library Editions: Marketing) - Piercy Nigel:
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Synopsis "Marketing Budgeting (Routledge Library Editions: Marketing)"
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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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
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