The strategic thinking. An interdisciplinary perspective.

Abstract

The following work seeks to identify the contribution of other disciplines in an account planner’s job in the development of strategies of advertisement communication, and tries to answer the following question: Which sources of knowledge influence the advertisement planner’s way of thinking? For the above, in-depth interviews were performed with 21 account planners from Bogota, Medellin and Cali city. One of the most significant findings shows the relevance of postgraduate studies in account planners that allow them to access knowledge from other disciplines in order to understand consumer behavior in a holistic way. It was found that this advertisement professional emerged in Colombia empirically and only from year 2006 it has been working to build an epistemology.