Boundary-Spanning Marketing Organization
A Theory and Insights from 31 Organization Theories
Business & Finance, Management & Leadership, Management, Marketing & Sales
| Author: | G. Tomas M. Hult | ISBN: | 9781461438199 |
| Publisher: | Springer New York | Publication: | April 24, 2012 |
| Imprint: | Springer | Language: | English |
| Author: | G. Tomas M. Hult |
| ISBN: | 9781461438199 |
| Publisher: | Springer New York |
| Publication: | April 24, 2012 |
| Imprint: | Springer |
| Language: | English |
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.
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.
