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

ISBN-13: 9781461438182 / Angielski / Miękka / 2012 / 78 str.

G. Tomas M. Hult

Opis

​​​​​​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.