Boundary-Spanning Marketing Organization A Theory and Insights from 31 Organization Theories /

• Main Author: Hult, G. Tomas M. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: New York, NY : Springer New York, 2011.
• Series: SpringerBriefs in Business, 20
• Subjects: Business.; Marketing.; Management.; Business and Management.

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, net...