Marketing Budgeting (RLE Marketing)

Focusing on an organizational perspective, the book challenges traditional theories of resource allocation in marketing. It emphasizes the significance of structure and processes over mere budgeting techniques. By analyzing marketing organizations through the lens of power and politics, it presents a novel approach that views market budgets as products of political dynamics within organizations. This fresh take offers insights into how marketing strategies are shaped by internal influences, making it a vital read for those interested in the intersection of marketing and organizational behavior.