Advertisement

Boundary-Spanning Marketing Organization

A Theory and Insights from 31 Organization Theories

  • G. Tomas M. Hult

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS, volume 20)

Table of contents

  1. Front Matter
    Pages i-viii
  2. G. Tomas M. Hult
    Pages 1-5
  3. G. Tomas M. Hult
    Pages 57-65
  4. Back Matter
    Pages 67-78

About this book

Introduction

​​​​​​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.

Keywords

Customer value-creating processes Marketing Marketing activities Marketing organization Marketing organization (MOR) theory Networks

Authors and affiliations

  • G. Tomas M. Hult
    • 1
  1. 1.Michigan State University, USAEast LansingUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4614-3819-9
  • Copyright Information Academy of Marketing Science 2011
  • Publisher Name Springer, New York, NY
  • eBook Packages Business and Economics
  • Print ISBN 978-1-4614-3818-2
  • Online ISBN 978-1-4614-3819-9
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods