The Temporary Marketing Organization
Abstract
Increasingly, marketing activity is carried out within temporary organizations, whereby teams are assembled to complete a specific task within a predetermined time frame. Such organizations are uniquely suited to promoting various marketing outcomes but are not well understood. From a practical standpoint, their inherent characteristics create organizational challenges that, if not appropriately managed, can compromise performance. Drawing on...
Paper Details
Title
The Temporary Marketing Organization
Published Date
Dec 21, 2018
Journal
Volume
83
Issue
2
Pages
1 - 18
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