Boundary-Spanning Marketing Organization

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The book explores the evolving role of marketing as a boundary-spanning function within organizations, highlighting the integration of various marketing activities and customer value processes. It builds on previous research to provide insights into strategic marketing resources, leadership, network alliances, and the dynamics of both domestic and global markets. By synthesizing thirty-one organizational theories, the author, Tomas Hult, offers a comprehensive understanding of how marketing can effectively connect and enhance organizational performance across different sectors.