Overview
- Briefs in Business
- Includes supplementary material: sn.pub/extras
Part of the book series: SpringerBriefs in Business (BRIEFSBUSINESS, volume 20)
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About this book
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.
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Table of contents (4 chapters)
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Bibliographic Information
Book Title: Boundary-Spanning Marketing Organization
Book Subtitle: A Theory and Insights from 31 Organization Theories
Authors: G. Tomas M. Hult
Series Title: SpringerBriefs in Business
DOI: https://doi.org/10.1007/978-1-4614-3819-9
Publisher: Springer New York, NY
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Academy of Marketing Science 2011
Softcover ISBN: 978-1-4614-3818-2Published: 24 April 2012
eBook ISBN: 978-1-4614-3819-9Published: 24 April 2012
Series ISSN: 2191-5482
Series E-ISSN: 2191-5490
Edition Number: 1
Number of Pages: VIII, 78
Number of Illustrations: 1 b/w illustrations
Topics: Marketing, Management