Marketing budgeting in the upper echelons

• المؤلف الرئيسي: JIANG, Junqiu
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2024
• الموضوعات: Marketing Budget; Marketing Strategy; Chief Marketing Officer; Agency Theory; Signaling Theory; Theories-in-use; Marketing
• الوصول للمادة أونلاين: 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
• المؤسسة: Singapore Management University

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...