{"product_id":"a-phenomenological-perspective-on-the-work-of-the-marketing-manager-von-barry-ardley","title":"A phenomenological perspective on the work of the marketing manager","description":"\u003cp\u003eIn order to explore the reality of marketing  planning a research methodology based on the  phenomenological interview was developed. Analysis    demonstrated that the complexity of marketing  planning cannot be collapsed into one analytical  model. Managers were found to explain their life  worlds narratively, using stories and socially  constructed metaphors. Although managers plan, this  research revealed that the content and style of  plans do not coincide with the tenets of the  mainstream marketing approach. Marketing decision  making and action was found to be based within a  locally enacted, hermeneutical circle of talk,  relationships, tacit knowledge and emergent issues,  rather than in functional, text based systems. These  all represent experientially based areas that the  traditional model of marketing planning fails to  encapsulate in its framework. The research further  established that the written plans of marketing  managers functioned as cues, rather than as being  prescriptively directive.  Based on findings, a  revised structure is proposed for understanding  marketing planning,drawing  on the  metaphors used  by marketing managers.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838323329\"\u003e\u003ch3\u003eAn analysis of the process of strategic planning in organisations\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838323329","offer_id":39498909057117,"sku":"9783838323329","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/403e104c-3974-4947-bd66-a7672c738a15.jpg?v=1776146385","url":"https:\/\/shop.autorenwelt.de\/products\/a-phenomenological-perspective-on-the-work-of-the-marketing-manager-von-barry-ardley","provider":"Autorenwelt Shop","version":"1.0","type":"link"}