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- Toujours un magasin près de chez vous
Boundary-Spanning Marketing Organization
A Theory and Insights from 31 Organization Theories
G Tomas M Hult
66,45 €
+ 132 points
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.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 78
- Langue:
- Anglais
- Collection :
- Tome:
- n° 20
Caractéristiques
- EAN:
- 9781461438182
- Date de parution :
- 24-04-12
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 156 mm x 234 mm
- Poids :
- 136 g
