Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories (SpringerBriefs in Business #20)
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- Synopsis
- 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.
- Copyright:
- 2011
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781461438199
- Related ISBNs:
- 9781461438182
- Publisher:
- Springer New York
- Date of Addition:
- 07/14/18
- Copyrighted By:
- G. Tomas Hult
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.