Details
Boundary-Spanning Marketing Organization
A Theory and Insights from 31 Organization TheoriesSpringerBriefs in Business, Band 20
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50,28 € |
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| Verlag: | Springer |
| Format: | |
| Veröffentl.: | 24.04.2012 |
| ISBN/EAN: | 9781461438199 |
| Sprache: | englisch |
| Anzahl Seiten: | 78 |
Dieses eBook enthält ein Wasserzeichen.
Beschreibungen
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.
Briefs in Business Includes supplementary material: sn.pub/extras
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