Harry's Most Important Work. (June 2020)

• Record Type: Journal Article
• Authors: Hyde, Fran
• Other Names: Brown Stephen guest-editor.; Kerrigan Finola guest-editor.
• Is Part Of: Marketing theory. Volume 20:Number 2(2020)
• Page Start: 211
• Page End: 218
• Publication Date: 2020-06
• Subjects: Case study -- digital marketing -- ethnography -- hospice -- legitimacy -- legitimization -- marketing management -- marketing practice -- marketing work -- organizational tensions -- nonprofit; Marketing -- Social aspects -- Periodicals; Marketing research -- Periodicals; Marketing research -- Methodology -- Periodicals; Marketing -- Periodicals; 381.01
• DOI: 10.1177/1470593119897777
• Languages: English
• ISSNs: 1470-5931

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.