Narrating the Organization or Marketing Management

Narrating the Organization: Dramas of Institutional Identity

Author: Barbara Czarniawska

The most common social phenomenon of Western societies is the organization, yet those
involved in real-world managing are not always willing to reveal the intricacies of their
everyday muddles. Barbara Czarniawska argues that in order to understand these uncharted
territories, we need to gather local and concrete stories about organizational life and subject
them to abstract and metaphorical interpretation.
Using a narrative approach unique to organizational studies, Czarniawska employs literary
devices to uncover the hidden workings of organizations. She applies cultural metaphors to
public administration in Sweden to demonstrate, for example, how the dynamics of a
screenplay can illuminate the budget disputes of an organization. She shows how the
interpretive description of organizational worlds works as a distinct genre of social analysis,
and her investigations ultimately disclose the paradoxical nature of organizational life: we follow
routines in order to change, and decentralize in order to control. By confronting such
paradoxes, we bring crisis to existing institutions and enable them to change.

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Marketing Management

Author: Russell S Winer

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.

Table of Contents:

1	Marketing and the job of the marketing manager	3
2	A strategic marketing framework	35
3	Marketing research	61
4	Analyzing consumer behavior	87
5	Organizational buying behavior	123
6	Market structure and competitor analysis	147
7	Product decisions	173
8	New product development	203
9	Pricing	237
10	Communications and advertising strategy	267
11	Sales promotion	301
12	Channels of distribution	327
13	Direct channels of distribution : personal selling and direct marketing	359
14	Customer relationship management	389
15	Special topic : strategies for service markets	421