Boundary-Spanning Marketing Organization - A Theory and Insights from 31 Organization Theories (Paperback, 2011 ed.)

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."

General

Imprint:	Springer-Verlag New York
Country of origin:	United States
Series:	SpringerBriefs in Business, 20
Release date:	May 2012
First published:	2011
Authors:	G.Tomas M. Hult
Dimensions:	235 x 155 x 4mm (L x W x T)
Format:	Paperback
Pages:	78
Edition:	2011 ed.
ISBN-13:	978-1-4614-3818-2
Categories:	Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-4614-3818-7
Barcode:	9781461438182

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