Hult Boundary-Spanning Marketing Organization
1. Auflage 2012
ISBN: 978-1-4614-3819-9
Verlag: Springer US
Format: PDF
Kopierschutz: 1 - PDF Watermark
A Theory and Insights from 31 Organization Theories
E-Book, Englisch, Band 20, 84 Seiten, eBook
Reihe: SpringerBriefs in Business
ISBN: 978-1-4614-3819-9
Verlag: Springer US
Format: PDF
Kopierschutz: 1 - PDF Watermark
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
Autoren/Hrsg.
Weitere Infos & Material
1;Boundary-Spanning Marketing Organization;4
2;Preface;6
3;Contents;8
4;Chapter 1: Introduction;10
5;Chapter 2: A Theory of the Boundary-Spanning Marketing Organization;15
6;Chapter 3: Organization Theories Can Inform Research on the Marketing Organization;33
7;Chapter 4: Discussion, Insights, and Implications;65
8;References;74
9;About the Author;83
