Boundary-spanning marketing organization: a theory and insights from 31 organization theories

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, andstakeholders 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, andthe domestic and global marketplace.

• ISBN: 978-1-4614-3818-2
• Editorial: Springer
• Encuadernacion: Rústica
• Fecha Publicación: 31/05/2012
• Nº Volúmenes: 1
• Idioma: Inglés