??????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.
| ISBN: | 9781461438182 |
| Publication date: | 24th April 2012 |
| Author: | G Tomas M Hult |
| Publisher: | Springer an imprint of Springer New York |
| Format: | Paperback |
| Pagination: | 78 pages |
| Series: | Springerbriefs in Business |
| Genres: |
Sales and marketing Management and management techniques |