Toward a Theory of the Boundary-Spanning Marketing Organization and Marketing Insights from 31 Organization Theories
Abstract
Now more than ever, marketing is assuming a key boundary-spanning role – a role that has also redefined the composition of the marketing organization. In this paper, 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 as a particular emphasis (labeled MOR theory). Thematic marketing...
Paper Details
Title
Toward a Theory of the Boundary-Spanning Marketing Organization and Marketing Insights from 31 Organization Theories
Published Date
Jan 1, 2010
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