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.
