Boundary-Spanning Marketing Organization : A Theory and Insights from 31 Organization Theories /
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...
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| Format: | eBook |
| Language: | English |
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New York, NY :
Springer New York,
2011.
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| Series: | SpringerBriefs in business.
20. |
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (VIII, 78 pages) |
| ISBN: | 9781461438199 |
| ISSN: | 2191-5482 ; |
| DOI: | 10.1007/978-1-4614-3819-9 |