Marketing budgeting in the upper echelons

Marketing budgeting in the upper echelons

Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organiza...

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Bibliographic Details
Main Author: JIANG, Junqiu
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2024
Subjects:
Marketing Budget
Marketing Strategy
Chief Marketing Officer
Agency Theory
Signaling Theory
Theories-in-use
Marketing
Online Access:https://ink.library.smu.edu.sg/etd_coll/614
https://ink.library.smu.edu.sg/context/etd_coll/article/1612/viewcontent/GPBM_AY2018_PhD_Junqiu_Jiang.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/etd_coll/614
https://ink.library.smu.edu.sg/context/etd_coll/article/1612/viewcontent/GPBM_AY2018_PhD_Junqiu_Jiang.pdf

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