Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories (SpringerBriefs in Business)

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a??a??a??a??a??a??Now more than ever, marketing is assuming a key boundary-spanning rolea??a role that also redefined the composition of the marketing organization. In this Brief, the marketing organizationa??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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