Harvard Business Review says our elite research is irrelevant: Why 'soft science' is the key to regaining leadership in marketing knowledge
(2006)
Presentation / Conference
Tapp, A., Hughes, T., & Hughes, R. (2006, July). Harvard Business Review says our elite research is irrelevant: Why 'soft science' is the key to regaining leadership in marketing knowledge. Paper presented at Academy of Marketing Conference, London, UK
All Outputs (2)
From CRM to FRM: applying CRM in the football industry (2006)
Journal Article
Adamson, G., Jones, W., & Tapp, A. (2006). From CRM to FRM: applying CRM in the football industry. Journal of Database Marketing and Customer Strategy Management, 13(2), 156-172In this paper, the authors develop a conceptual and implementation framework for 'fan relationship management' (FRM) that learns from the successes and failures of conventional customer relationship management (CRM) but considers the special nature o... Read More about From CRM to FRM: applying CRM in the football industry.