TY  - BOOK
AU  - Hult,G.Tomas M.
ED  - SpringerLink (Online service)
TI  - Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories 
T2  - SpringerBriefs in Business,
SN  - 9781461438199
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2011///
CY  - New York, NY
PB  - Springer New York
KW  - Economics
KW  - Industrial management
KW  - Marketing
KW  - Economics/Management Science
KW  - Management/Business for Professionals
N2  - 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
UR  - http://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-1-4614-3819-9
ER  -