Boundary-Spanning Marketing Organization: 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.
Format:Paperback
Language:English
ISBN:1461438187
ISBN13:9781461438182
Release Date:April 2012
Publisher:Springer
Length:78 Pages
Weight:0.30 lbs.
Dimensions:0.2" x 6.1" x 9.2"
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