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Paperback, Springer, 2012, ISBN13 9781461438182, ISBN10 1461438187
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.
|Number of Pages:||100|
|Number in Series:||1|
|Author:||Hult, G. Tomas M.|
|Series Title:||Springerbriefs in Business|
|Publication Date:||May, 2012|
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