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    Boundary-Spanning Marketing Organization

Boundary-Spanning Marketing Organization

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 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 / softback CONTRIBUTORS: G. Tomas M. Hult EAN: 9781461438182 COUNTRY: United States PAGES: WEIGHT: 454 g HEIGHT: 235 cm
      PUBLISHED BY: Springer-Verlag New York Inc. DATE PUBLISHED: 2012-04-24 CITY: GENRE: BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Marketing / General WIDTH: 155 cm SPINE:

      Book Themes:

      Management and management techniques, Sales and marketing

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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 / softback CONTRIBUTORS: G. Tomas M. Hult EAN: 9781461438182 COUNTRY: United States PAGES: WEIGHT: 454 g HEIGHT: 235 cm
      PUBLISHED BY: Springer-Verlag New York Inc. DATE PUBLISHED: 2012-04-24 CITY: GENRE: BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Marketing / General WIDTH: 155 cm SPINE:

      Book Themes:

      Management and management techniques, Sales and marketing

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      Be the first to write a review
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