Boundary-Spanning Marketing Organization
G. Tomas M. Hult
Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Kundenbewertungen
Customer value-creating processes, Marketing activities, Marketing, Marketing organization, Networks, Marketing organization (MOR) theory