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Item Details
| Title:
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BOUNDARY-SPANNING MARKETING ORGANIZATION
A THEORY AND INSIGHTS FROM 31 ORGANIZATION THEORIES |
| By: |
G. Tomas M. Hult |
| Format: |
Paperback |
| List price:
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£44.99 |
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| ISBN 10: |
1461438187 |
| ISBN 13: |
9781461438182 |
| Publisher: |
SPRINGER-VERLAG NEW YORK INC. |
| Pub. date: |
24 April, 2012 |
| Edition: |
2011 ed. |
| Series: |
SpringerBriefs in Business 20 |
| Pages: |
78 |
| Synopsis: |
? ? ? ? ? ? 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. |
| Illustrations: |
1 Illustrations, black and white; VIII, 78 p. 1 illus. |
| Publication: |
US |
| Imprint: |
Springer-Verlag New York Inc. |
| Returns: |
Returnable |
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