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Zenel Batagelj, Tomaž Kolar: Marketing strategy as a creative sense-making
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Marketing strategy as
a creative sense-making Tomaž Kolar University of Ljubljana, Slovenia Zenel Batagelj VALICON, Ljubljana, Slovenia
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Metaphors as sense-making
tool
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First association on
marketing is what marketing visibly does
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Learning from gaps
* MARKETING RESEARCHERS MKT. PERCEPTION MARKETING MANAGERS MKT. PERCEPTION PERCEPTION ON HOW BOARDS PERCIEVE MKT. WHERE SHOULD MKT. REPOSITION ITSELF * there is more relevant gaps that can be analyzed
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Scientific manipulation vs.
improvised arty strategic business
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Where to go?
Aligned with boards perception in...
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...while new “ingredients”
should be added and some eliminated...
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War - Is
it a metaphor MR has in common with boards?
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How metaphors work?
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