Why soft science is the key to regaining leadership in marketing knowledge
(2006)
Presentation / Conference
Tapp, A., & Hughes, T. (2006, July). Why soft science is the key to regaining leadership in marketing knowledge. Paper presented at Academy of Marketing Conference, London, UK
Outputs (58)
A call to arms for applied marketing academics (2004)
Journal Article
Tapp, A. (2004). A call to arms for applied marketing academics. Marketing Intelligence and Planning, 22(5), 579-590. https://doi.org/10.1108/02634500410551950“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the... Read More about A call to arms for applied marketing academics.
New technology and the changing role of marketing (2004)
Journal Article
Tapp, A., & Hughes, T. (2004). New technology and the changing role of marketing. Marketing Intelligence and Planning, 22(3), 284-296. https://doi.org/10.1108/02634500410536876Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market str... Read More about New technology and the changing role of marketing.
The changing face of marketing academia: What can we learn from commercial market research and practitioners? (2004)
Journal Article
Tapp, A. (2004). The changing face of marketing academia: What can we learn from commercial market research and practitioners?. European Journal of Marketing, 38(5/6), 492-499. https://doi.org/10.1108/03090560410529178This commentary was stimulated by two things. First, the apparently growing concerns within marketing academia with the gap between academia and practice. Throughout Europe academics are expressing the need to link their work closely with practitione... Read More about The changing face of marketing academia: What can we learn from commercial market research and practitioners?.
From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters (2002)
Journal Article
Tapp, A., & Clowes, J. (2002). From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters. European Journal of Marketing, 36(11/12), 1248-1269. https://doi.org/10.1108/03090560210445164Academically constructed segments may often fail to be implemented by practitioners. There may be a number of reasons for this, but at the heart of the matter for practitioners must be an economic reward that outweighs the incremental costs of segmen... Read More about From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters.
Future marketers: Future curriculum: Future shock? (2002)
Journal Article
Evans, M., Nancarrow, C., Tapp, A., & Stone, M. (2002). Future marketers: Future curriculum: Future shock?. Journal of Marketing Management, 18(5-6), 579-596. https://doi.org/10.1362/0267257022683677
The impact of e-business on marketing and marketers (2001)
Report
Tapp, A., Stone, M., Nancarrow, C., & Evans, M. (2001). The impact of e-business on marketing and marketers
Social marketing-based strategy for sun protection interventions
Report
Kemp, G., & Tapp, A. Social marketing-based strategy for sun protection interventionsThe promotion of sensible sun protection behaviours is constrained by: - The perception that skin cancer risk in the UK is low. The population is not sensitized to skin cancer as a major health risk in the same way as are Australasian populations... Read More about Social marketing-based strategy for sun protection interventions.