This book shows how economics can be used to clarify and stimulate thinking about organisations and their decision problems. It is mainly designed for university students of economics, management and business studies and of public and social administration. But its clear and lively exposition will have a wider appeal.
The author introduces economic controversies on organisational power, exchange and self-interest, generosity and public spirit. He outlines many practical uses of such concepts as marginalism, opportunity cost, time preference and risk, scale economies and diseconomies, market power, public goods and externalities. He applies economics to business planning and budgeting problems and also to the problems of social enterprises in obtaining resources through charges and grants and in allocating these resources 'efficiently' and 'fairly'.
A distinctive feature of the book is that it analyses problems in the wide context of business, public and voluntary organisations. Unlike many conventional texts it is not highly abstract, technical or descriptive. Drawing on his extensive experience, the author provides many real-life and typical case studies to highlight his central theme: the fruitful interaction between abiding economic ideas and contemporary organisational problems.
Описание: This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Автор: Thorsten Kliewe; Tobias Kesting Название: Moderne Konzepte des organisationalen Marketing ISBN: 3658046791 ISBN-13(EAN): 9783658046798 Издательство: Springer Рейтинг: Цена: 13060.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Innovationen, gesellschaftliche Verдnderungen sowie der stetige Wandel auf den (globalen) Mдrkten bringen neue Herausforderungen mit sich, die es erfordern, Lцsungsansдtze aus verwandten Marketingdisziplinen zu identifizieren und zu nutzen. Das organisationale Marketing kombiniert Disziplinen, die organisationale Zielgruppen zum Gegenstand haben, und bietet somit entsprechende Lern- und Ьbertragungspotenziale. In dieser Festschrift zum 60. Geburtstag von Prof. Dr. Thomas Baaken hat sich ein renommierter internationaler Expertenkreis zusammengefunden, um moderne Konzepte aus dem Business-to-Business- und dem Science-to-Business-Marketing aufzuzeigen. Daraus ergeben sich fьr den Leser neue Erkenntnisse, Ideen und Mцglichkeiten fьr nachhaltige und erfolgreiche Marketingstrategien.
Описание: Drawing on a range of methods from internet mediated research (IMR) to inform our ethnographic account, the book provides an in-depth exploration of the public and organisational discourses arising from four short, clear high-profile internet risk case studies in the education sector ranging from early year to higher education.
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