ENGLISH

Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories

By G. Tomas M. Hult (auth.)

Book information

Publisher
Springer-Verlag New York
Year
2011
ISBN
978-1-4614-3818-2, 978-1-4614-3819-9
DOI
10.1007/978-1-4614-3819-9
Language
english
Format
PDF
Filesize
410 kB (419367 bytes)
Series
SpringerBriefs in Business 20
Edition
1
Pages
78\83
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Marketing; Management/Business for Professionals

Description

​​​​​​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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