Boundary-Spanning Marketing Organization

Download or read book Boundary-Spanning Marketing Organization written by G. Tomas M. Hult and published by Springer Science & Business Media. This book was released on 2012-04-24 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​​​​​​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.