Boundary Spanning Marketing Organization
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Boundary-Spanning Marketing Organization
Author | : G. Tomas M. Hult |
Publisher | : Springer Science & Business Media |
Total Pages | : 84 |
Release | : 2012-04-24 |
Genre | : Business & Economics |
ISBN | : 1461438195 |
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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.
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