Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories

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

Hult, G. Tomas M.

Paperback

Series: SpringerBriefs in Business, Book 20

ManagementMarketing

ISBN10: 1461438187
ISBN13: 9781461438182
Publisher: Springer Nature
Published: Apr 24 2012
Pages: 78
Weight: 0.30
Height: 0.18 Width: 6.14 Depth: 9.21
Language: English
​​​​​​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.

Also in

Management

View All