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001 u372485
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007 cr nn 008mamaa
008 120423s2011 xxu| s |||| 0|eng d
020 _a9781461438199
_9978-1-4614-3819-9
040 _cMX-MeUAM
050 4 _aHF5410-5417.5
082 0 4 _a658.8
_223
100 1 _aHult, G. Tomas M.
_eauthor.
245 1 0 _aBoundary-Spanning Marketing Organization
_h[recurso electrónico] :
_bA Theory and Insights from 31 Organization Theories /
_cby G. Tomas M. Hult.
264 1 _aNew York, NY :
_bSpringer New York,
_c2011.
300 _aVIII, 78p. 1 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringerBriefs in Business,
_x2191-5482 ;
_v20
520 _aNow 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.
650 0 _aEconomics.
650 0 _aIndustrial management.
650 0 _aMarketing.
650 1 4 _aEconomics/Management Science.
650 2 4 _aMarketing.
650 2 4 _aManagement/Business for Professionals.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9781461438182
830 0 _aSpringerBriefs in Business,
_x2191-5482 ;
_v20
856 4 0 _zLibro electrónico
_uhttp://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-1-4614-3819-9
596 _a19
942 _cLIBRO_ELEC
999 _c200365
_d200365