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Boundary-Spanning Marketing Organization
- 系列名：Springerbriefs in Business
- ISBN13：9781461438182
- 替代書名：Boundary-Spanning Marketing Organization
- 出版社：Springer Verlag
- 作者：G. Tomas M. Hult
- 裝訂／頁數：平裝／100頁
- 規格：22.2cm*15.2cm*0.6cm (高/寬/厚)
- 出版日：2012/04/24
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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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