Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories

by G. Tomas M. Hult

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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...

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"

Related Subjects

Business Business & Investing Economics

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Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories

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