| Description |
1 online resource (viii, 78 pages) |
| Series |
Springerbriefs in business, 2191-5482 |
|
SpringerBriefs in business.
|
| Contents |
A Theory of the Boundary-Spanning Marketing Organization -- Organization Theories Can Inform Research on the Marketing Organization -- Discussion, Insights, and Implications |
| Summary |
ÂâââââNow more than ever, marketing is assuming a key boundary-spanning roleâ"a role that also redefined the composition of the marketing organization. In this Brief, the marketing organizationâs 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 |
| Analysis |
Economics |
|
Industrial management |
|
Marketing |
|
Economics/Management Science |
|
Management/Business for Professionals |
| Bibliography |
Includes bibliographical references |
| Subject |
Marketing -- Management.
|
|
BUSINESS & ECONOMICS -- Distribution.
|
|
BUSINESS & ECONOMICS -- Marketing -- General.
|
|
Affaires.
|
|
Science économique.
|
|
Marketing -- Management
|
| Form |
Electronic book
|
| ISBN |
9781461438199 |
|
1461438195 |
|
1280784881 |
|
9781280784880 |
|
1461438187 |
|
9781461438182 |
|
