Boundary-Spanning Marketing Organization
Hult, G. Tomas M.
Boundary-Spanning Marketing Organization A Theory and Insights from 31 Organization Theories / [recurso electrónico] : by G. Tomas M. Hult. - VIII, 78p. 1 illus. online resource. - SpringerBriefs in Business, 20 2191-5482 ; . - SpringerBriefs in Business, 20 .
Now more than ever, marketing is assuming a key boundary-spanning role—a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles. Expanding upon his article published in the Journal of the Academy of Marketing Science in 2011, Tomas Hult draws thematic marketing insights from the integration of thirty-one organization theories to advance knowledge on the boundary-spanning marketing organization within four areas: strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.
9781461438199
Economics.
Industrial management.
Marketing.
Economics/Management Science.
Marketing.
Management/Business for Professionals.
HF5410-5417.5
658.8
Boundary-Spanning Marketing Organization A Theory and Insights from 31 Organization Theories / [recurso electrónico] : by G. Tomas M. Hult. - VIII, 78p. 1 illus. online resource. - SpringerBriefs in Business, 20 2191-5482 ; . - SpringerBriefs in Business, 20 .
Now more than ever, marketing is assuming a key boundary-spanning role—a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles. Expanding upon his article published in the Journal of the Academy of Marketing Science in 2011, Tomas Hult draws thematic marketing insights from the integration of thirty-one organization theories to advance knowledge on the boundary-spanning marketing organization within four areas: strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.
9781461438199
Economics.
Industrial management.
Marketing.
Economics/Management Science.
Marketing.
Management/Business for Professionals.
HF5410-5417.5
658.8
