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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書目詳細資料
主要作者:	JIANG, Junqiu
格式:	text
語言:	English
出版:	Institutional Knowledge at Singapore Management University 2024
主題:	Marketing Budget Marketing Strategy Chief Marketing Officer Agency Theory Signaling Theory Theories-in-use Marketing
在線閱讀:	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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