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Boundary-Spanning Marketing Organization
G. Tomas M. Hult
€ 61.37
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Description for Boundary-Spanning Marketing Organization
Paperback. Series: SpringerBriefs in Business. Num Pages: 86 pages, 1 black & white illustrations, biography. BIC Classification: KJM; KJS. Category: (P) Professional & Vocational. Dimension: 234 x 156 x 4. Weight in Grams: 148.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2012
Publisher
Springer-Verlag New York Inc. United States
Number of pages
86
Condition
New
Series
SpringerBriefs in Business
Number of Pages
78
Place of Publication
New York, NY, United States
ISBN
9781461438182
SKU
V9781461438182
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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