Name: boundary-spanning marketing organization (in English)
Price: 47.33 USD
Availability: InStock
Author: g. tomas m. hult
ISBN: 9781461438182

portada boundary-spanning marketing organization (in English)

Type

Physical Book

Author

g. tomas m. hult

Collection

springerbriefs in business vol. 20

Year

2011

Language

English

Pages

ISBN

1461438187

ISBN13

9781461438182

Synopsis "boundary-spanning marketing organization (in 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.