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.
G. Tomas M. Hult
Boundary-Spanning Marketing Organization [PDF ebook]
A Theory and Insights from 31 Organization Theories
Boundary-Spanning Marketing Organization [PDF ebook]
A Theory and Insights from 31 Organization Theories
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Мова Англійська ● Формат PDF ● Сторінки 78 ● ISBN 9781461438199 ● Розмір файлу 0.5 MB ● Видавець Springer New York ● Місто NY ● Країна US ● Опубліковано 2012 ● Завантажувані 24 місяців ● Валюта EUR ● Посвідчення особи 2476887 ● Захист від копіювання Соціальний DRM