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.
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.
Multivolume collection by leading authors in the field
