Marketing Budgeting
Marketing Budgeting

Author: Nigel Piercy

Publisher:

Published: 2015

Total Pages: 0

ISBN-13: 9781315763934

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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.

Marketing Budgeting (RLE Marketing)
Marketing Budgeting (RLE Marketing)

Author: Nigel Piercy

Publisher: Routledge

Published: 2014-09-15

Total Pages: 480

ISBN-13: 1317652762

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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.

Marketing (RLE Marketing)
Marketing (RLE Marketing)

Author: Arnold K. Weinstein

Publisher: Routledge

Published: 2014-09-19

Total Pages: 219

ISBN-13: 1317638042

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Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

Low-Cost Marketing Strategies
Low-Cost Marketing Strategies

Author: Elizabet Deran

Publisher: Praeger

Published: 1987-04-15

Total Pages: 176

ISBN-13:

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Effective marketing techniques lie within the reach of both large and small companies with limited marketing budgets. Low-Cost Marketing Strategies is a comprehensive guide to developing workable and affordable marketing strategies for such firms. After discussing modifications in the marketing mix that could benefit low-budget firms, the book provides practical information on such specific topics as the organization of marketing departments, do-it-yourself public relations techniques, problems of using standard direct marketing tools, the recruitment and training of sales people, price structures, and market research. In addition, an appendix contains valuable materials such as sample phone scripts, releases, and reply cards.

Advertising for Account Holders (RLE Marketing)
Advertising for Account Holders (RLE Marketing)

Author: Nigel Linacre

Publisher: Routledge

Published: 2014-09-15

Total Pages: 236

ISBN-13: 1317661710

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The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.