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- Author: G Tomas M Hult
- Publisher: Springer
- ISBN-10: 1461438187
- ISBN-13: 9781461438182
- Format: 15.6 x 23.4 x 0.5 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
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.
EXTRA 10 % discount with code: EXTRA
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- Author: G Tomas M Hult
- Publisher: Springer
- ISBN-10: 1461438187
- ISBN-13: 9781461438182
- Format: 15.6 x 23.4 x 0.5 cm, softcover
- Language: English 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.
Reviews