Téléchargez le livre : Boundary-Spanning Marketing Organization

Boundary-Spanning Marketing Organization

A Theory and Insights from 31 Organization Theories

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Éditeur :

Springer


Collection :

SpringerBriefs in Business

Paru le : 2012-04-24



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Description
??????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.
Pages
78 pages
Collection
SpringerBriefs in Business
Parution
2012-04-24
Marque
Springer
EAN papier
9781461438182
EAN EPUB
9781461438199
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
7
Taille du fichier
246 Ko
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Prix
49,57 €

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