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.

中文翻译：

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哈里最重要的工作

哈里认为他最重要的工作是他生命中的最后两年，即“临终关怀猫哈里”。哈里坐在圣安吉拉（St Angela）花园里的阳光点，然后在市场办公室的窗台上思考着临终关怀所进行的微观营销。受到现实生活中的临终关怀猫之死以及对临终关怀营销团队的人种志研究的启发，“哈里最重要的作品”不是一个“高个子”，而是对营销工作中所涉及的挑战和战斗有了真正的洞察力。哈利观察了圣安吉拉（St Angela's）接受数字化发展的要求以及非营利组织为与新营销实践保持同步而进行的努力。观察临终关怀的“进展”以及不同的“语言”，哈里强调了由于正在进行的艰苦工作而产生的非常实际的紧张关系，并分析了营销团队努力争取合法性时出现的组织紧张关系。哈利从寒冷的白色会议室桌子底下讲述了一个独特而重要的故事，即在临终关怀的非同寻常的背景下，“很难做的”营销活动。哈里的故事对营销教育，实践和研究以及其他可能对帮助人类产生责任感的动物具有重要意义。