The marketing management process and heuristic devices: an action research investigation

There has been extensive debate about the purpose and scope of appropriate management research. Many authors agree that management research does not operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both “engineering” and “craft” orientations. Nevertheless, the need for management theory to be made more relevant to the work of practice by explaining that it will be necessary to identify new ways of formulating and employing scientific knowledge to practical ends is the basis of this work. This article develops the methodology used in operationalising heuristic devices. Practitioners extend their use of the marketing mix in developing their strategic process. In this process they always face problems and the answers always cause concern. This article develops a model, which defines the use of the heuristic devices and allows action and review. The qualitative approach in action research was analysed in a series of case studies, which formed the basis of the research materials used.