Buch, Englisch, Band 20, 78 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 149 g
Reihe: SpringerBriefs in Business
A Theory and Insights from 31 Organization Theories
Buch, Englisch, Band 20, 78 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 149 g
Reihe: SpringerBriefs in Business
ISBN: 978-1-4614-3818-2
Verlag: Springer
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.
Zielgruppe
Research
