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Boundary-Spanning Marketing Organization - A Theory and Insights from 31 Organization Theories (Paperback, 2011 ed.)
Loot Price: R1,412
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Boundary-Spanning Marketing Organization - A Theory and Insights from 31 Organization Theories (Paperback, 2011 ed.)
Series: SpringerBriefs in Business, 20
Expected to ship within 10 - 15 working days
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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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