Boundary-Spanning Marketing Organization
| Autor: | G. Tomas M. Hult |
|---|---|
| EAN: | 9781461438199 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 24.04.2012 |
| Untertitel: | A Theory and Insights from 31 Organization Theories |
| Kategorie: | |
| Schlagworte: | Customer value-creating processes Marketing Marketing activities Marketing organization Marketing organization (MOR) theory Networks |
50,28 €*
Versandkostenfrei
Die Verfügbarkeit wird nach ihrer Bestellung bei uns geprüft.
Bücher sind in der Regel innerhalb von 1-2 Werktagen abholbereit.
??????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.
Verwandte Artikel
Weitere Produkte vom selben Autor