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Nigel Piercy

Marketing Budgeting (RLE Marketing)

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Information Processing Burdens
Information Structure Power Model
marketing
Marketing Budgeting
Marketing Department
Marketing Information Systems
Marketing Organisation
Marketing Resource Allocation
Marketing Structures
Marketing Sub-unit
Part III
PIMS
Pol Itics
Relative Perceived Power
Resource Allocation Process
RLE
Sales Response Function
SP Model
Strategic Contingencies
Sub-unit Power
Te Ch
Trade Marketing
UK Firm
Upward Influence

Product details

  • ISBN 9781138995635
  • Weight: 453g
  • Dimensions: 156 x 234mm
  • Publication Date: 26 Nov 2015
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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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.

About Nigel Piercy

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