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| Author: | Dennis, N. Macaulay, M. |
| Title: | Jazz and marketing planning |
| Journal: | Journal of Strategic Marketing
2003 : VOL 11:3, p. 177-185 |
| Index terms: | CREATIVITY FLEXIBILITY MARKETING STRATEGY READERSHIP SURVEYS |
| Language: | eng |
| Abstract: | This article makes specific reference to Piercy and Morgan´s (1994) marketing planning model by applying the metaphor of jazz improvisation to strategic marketing planning. In management studies have jazz metaphors become increasingly prevalent, but in marketing planning literature isn´t special reference to their use. Thats why the author´s of this article appeal two models; "readers" and "jazzers" and show their characteristics in the field of strategic marketing planning. The author´s also try to apply their jazzers and readers and their elements to the model of Piercy and Morgan. |
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