Boundary-Spanning Marketing Organization [recurso electrónico] : A Theory and Insights from 31 Organization Theories / by G. Tomas M. Hult.
Tipo de material:
TextoSeries SpringerBriefs in Business ; 20Editor: New York, NY : Springer New York, 2011Descripción: VIII, 78p. 1 illus. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9781461438199Tema(s): Economics | Industrial management | Marketing | Economics/Management Science | Marketing | Management/Business for ProfessionalsFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 658.8 Clasificación LoC:HF5410-5417.5Recursos en línea: Libro electrónico
En: Springer eBooksResumen: 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.
| Tipo de ítem | Biblioteca actual | Colección | Signatura | Copia número | Estado | Fecha de vencimiento | Código de barras |
|---|---|---|---|---|---|---|---|
| Libro Electrónico | Biblioteca Electrónica | Colección de Libros Electrónicos | HF5410 -5417.5 (Browse shelf(Abre debajo)) | 1 | No para préstamo | 372485-2001 |
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.
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