Boundary-Spanning Marketing Organization, 2011 A Theory and Insights from 31 Organization Theories SpringerBriefs in Business Series, Vol. 20

??????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.