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, 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.
1136510979
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, 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.
49.95
Out Of Stock
5
1
Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories
78
Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories
78
49.95
Out Of Stock
Product Details
| ISBN-13: | 9781461438182 |
|---|---|
| Publisher: | Springer New York |
| Publication date: | 04/24/2012 |
| Series: | SpringerBriefs in Business , #20 |
| Edition description: | 2011 |
| Pages: | 78 |
| Product dimensions: | 6.10(w) x 9.25(h) x 0.07(d) |
From the B&N Reads Blog