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.
List of Figures
List of Tables
Preface
1 Introduction - Aims and Purposes
1
(32)
PART I MARKETING BUDGETING IN THEORY AND PRACTICE
2 Normative Theories of Marketing Budgeting
33
(25)
3 Descriptive Studies of Budgeting Practice
58
(43)
PART II AN ORGANISATIONAL AND POLITICAL PERSPECTIVE FOR MARKETING AND BUDGETING
4 Developing An Organisational Perspective on Marketing
101
(38)
5 Organisational Power
139
(36)
6 Organisational Politics
175
(13)
7 The Use of Power and Politics - A Contingency Model
188
(34)
8 An Information-Structure-Power Theory of Marketing
222
(19)
9 The Power and Politics of Marketing Budgeting
241
(44)
PART III AN EMPIRICAL STUDY OF THE POWER AND POLITICS OF MARKETING BUDGETING
10 The Empirical Approach
285
(29)
11 The Status Quo of Marketing and Marketing Budgeting
314
(67)
12 The Power and Politics of Resource Allocation in Marketing
381
(76)
PART IV CONCLUSIONS
13 Synthesis: An Organisational/Political Perspective on Marketing Budgeting
457
(13)
14 Implications for Managing Marketing Actions and Resources
470
Appendices
Author Index
Subject Index
Multivolume collection by leading authors in the field
