Abstract
Abstract This paper argues that much of the effort devoted to the study of advertising budgeting has been tangential to the central issue of what determines the size of budget allocations. The thesis here is that budgets are outcomes of political processes in organizations and that this can be demonstrated empirically. The implications of this model of advertising budgeting are substantial for both management practitioners and marketing and advertising researchers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
