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Paperback Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories Book
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ISBN: 1461438187

ISBN13: 9781461438182

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...

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Condition: New

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