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Boundary-Spanning Marketing Organization

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Boundary-Spanning Marketing Organization Synopsis

??????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.

About This Edition

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