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Boundary-Spanning Marketing Organization : A Theory and Insights from 31 Organization Theories PDF
by G. Tomas M. Hult
Part of the SpringerBriefs in Business series
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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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- Format:PDF
- Publisher:Springer New York
- Publication Date:24/04/2012
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- ISBN:9781461438199
Information
-
Download Now
- Format:PDF
- Publisher:Springer New York
- Publication Date:24/04/2012
- Category:
- ISBN:9781461438199