| Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories 2011 Edition Contributor(s): Hult, G. Tomas M. (Author) |
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ISBN: 1461438187 ISBN-13: 9781461438182 Publisher: Springer OUR PRICE: $47.45 Product Type: Paperback - Other Formats Published: April 2012 |
| Additional Information |
| BISAC Categories: - Business & Economics | Management - General - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| LCCN: 2012936827 |
| Series: SpringerBriefs in Business |
| Physical Information: 0.18" H x 6.14" W x 9.21" (0.30 lbs) 78 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |