Boundary-Spanning Marketing Organization
A Theory and Insights from 31 Organization Theories
¿¿¿¿¿¿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 organizati…
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Produktdetails
- ISBN: 978-1-4614-3819-9
- EAN: 9781461438199
- Produktnummer: 18259781
- Verlag: Springer-Verlag GmbH
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 78 S.
- Plattform: PDF
- Masse: 838 KB
- Auflage: 2011
- Abbildungen: 1 schwarz-weiße Abbildungen, Bibliographie
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