Boundary-Spanning Marketing Organization
A Theory and Insights from 31 Organization Theories
Samenvatting
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.
Specificaties
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Merlijn Ballieux€ 29,50 -
Henk Jan Kamsteeg€ 15,00
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Rens van Loon€ 26,50
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Sven Gall€ 27,50
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Franka Rolvink Couzy€ 23,50
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Kenneth Blanchard€ 22,99
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