Boundary-Spanning Marketing Organization
| Autor: | Hult, G. Tomas M. |
|---|---|
| EAN: | 9781461438182 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 88 |
| Produktart: | Kartoniert / Broschiert |
| Veröffentlichungsdatum: | 24.04.2012 |
| Untertitel: | A Theory and Insights from 31 Organization Theories |
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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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