¿¿¿¿¿¿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.
| Autorius: | G. Tomas M. Hult |
| Serija: | SpringerBriefs in Business |
| Leidėjas: | Springer US |
| Išleidimo metai: | 2012 |
| Knygos puslapių skaičius: | 88 |
| ISBN-10: | 1461438187 |
| ISBN-13: | 9781461438182 |
| Formatas: | Knyga minkštu viršeliu |
| Kalba: | Anglų |
| Žanras: | Management and management techniques |
Parašykite atsiliepimą apie „Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories“
