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02356nam a22004575i 4500 |
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978-1-4614-3819-9 |
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DE-He213 |
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20151204190323.0 |
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cr nn 008mamaa |
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120423s2011 xxu| s |||| 0|eng d |
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|a 9781461438199
|9 978-1-4614-3819-9
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|a 10.1007/978-1-4614-3819-9
|2 doi
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|a Hult, G. Tomas M.
|e author.
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|a Boundary-Spanning Marketing Organization
|h [electronic resource] :
|b A Theory and Insights from 31 Organization Theories /
|c by G. Tomas M. Hult.
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|a New York, NY :
|b Springer New York,
|c 2011.
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|a VIII, 78 p. 1 illus.
|b online resource.
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|a text
|b txt
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|a text file
|b PDF
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|a SpringerBriefs in Business,
|x 2191-5482 ;
|v 20
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|a 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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|a Business.
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|a Marketing.
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|a Management.
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|a Business and Management.
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|a Marketing.
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|a Management.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9781461438182
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| 830 |
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|a SpringerBriefs in Business,
|x 2191-5482 ;
|v 20
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| 856 |
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|u http://dx.doi.org/10.1007/978-1-4614-3819-9
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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