G. Tomas M. Hult

Boundary-Spanning Marketing Organization (eBook, PDF)

A Theory and Insights from 31 Organization Theories

• Format: PDF

Produktbeschreibung

¿¿¿¿¿¿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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Produktdetails

• Verlag: Springer US
• Seitenzahl: 78
• Erscheinungstermin: 24. April 2012
• Englisch
• ISBN-13: 9781461438199
• Artikelnr.: 37361269