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...

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...

Now more than ever, marketing has a key boundary-spanning role — a role that has also redefined the composition of the marketing organization. In this SpringerBrief, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating...