Boundary-Spanning Marketing Organization
ISBN:
9781461438182
Auflage:
2011
Verlag:
Springer, Springer US
Land des Verlags:
Deutschland
Erscheinungsdatum:
24.04.2012
Reihe:
SpringerBriefs in Business
Format:
Softcover
Seitenanzahl:
78
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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.
Navigating the Paradoxes of Digital Transformation in the Creative and Cultural Industries
Erscheinungsjahr:
2025
