Boundary-Spanning Marketing Organization

Name: Boundary-Spanning Marketing Organization
Brand: Springer Nature
SKU: 9781461438199
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Springer Nature

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9781461438199

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Now more than ever, marketing is assuming a key boundary-spanning rolea role that also redefined the composition of the marketing organization. In this Brief, the marketing organizations 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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