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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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2024
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| 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 |