Boundary-Spanning Marketing Organization

A Theory and Insights from 31 Organization Theories

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Boundary-Spanning Marketing Organization by G. Tomas M. Hult, Springer New York
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Author: G. Tomas M. Hult ISBN: 9781461438199
Publisher: Springer New York Publication: April 24, 2012
Imprint: Springer Language: English
Author: G. Tomas M. Hult
ISBN: 9781461438199
Publisher: Springer New York
Publication: April 24, 2012
Imprint: Springer
Language: English

​​​​​​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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

​​​​​​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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