Harry’s most important work

Hyde, Fran (2019) Harry’s most important work. Marketing Theory. ISSN 1470-5931

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Abstract

Harry considers his most important work was achieved in the last 2 years of his life as ‘Harry the Hospice Cat’. Situated in his sun spot in St Angela’s garden and then his window sill in the marketing office Harry ruminates over the micro-level marketing being undertaken by a hospice. Inspired by the death of a real-life hospice cat together with an ethnographic study of a hospice marketing team ‘Harry’s most important work’ is not a ‘tall tale’ but gives real insight into the challenges and battles involved in marketing work. Harry observes the demands made on St Angela’s to embrace digital advances and the struggles of nonprofit organisations to keep pace with new marketing practice. Observing the ‘goings on’ as well as the different ‘languages’ in a hospice, Harry highlights the very real tensions that arise from the difficult work being undertaken and analyses the organisational tensions which emerge when a marketing team strive to negotiate their legitimacy. From under the table in the chilly, white meeting room Harry tells the unique and important story about the ‘doing’ of very difficult marketing in the unusual context of a hospice. Harry’s story has implications for marketing education, practice and research as well as other animals who may feel a sense of responsibility to help humankind.

Item Type: Article
Uncontrolled Keywords: Case study, digital marketing, ethnography, hospice, legitimacy, legitimization, marketing management, marketing practice, marketing work, organizational tensions, nonprofit
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Arts, Business & Applied Social Science > Suffolk Business School
Depositing User: David Upson-Dale
Date Deposited: 23 Jan 2020 09:47
Last Modified: 05 Feb 2020 14:45
URI: http://oars.uos.ac.uk/id/eprint/1136

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