Clearing up media neutral planning
(2005)
Journal Article
Tapp, A. (2005). Clearing up media neutral planning. Journal of Direct Data and Digital Marketing Practice, 6(3), 216-221. https://doi.org/10.1057/palgrave.im.4340288
All Outputs (3)
Media neutral planning: A strategic perspective (2005)
Journal Article
Tapp, A. (2005). Media neutral planning: A strategic perspective. Journal of Database Marketing and Customer Strategy Management, 12(2), 123-130. https://doi.org/10.1057/palgrave.dbm.3240250
Why practitioners don't read our articles and what we should do about it (2005)
Journal Article
Tapp, A. (2005). Why practitioners don't read our articles and what we should do about it. Marketing Review, 5(1), 3-13This article questions the value of much academic marketing's 'top' journal literature. The argument made is that current strong pressures (driven by the RAE) to publish in journals that are dominated by positivistic approaches is damaging to both pu... Read More about Why practitioners don't read our articles and what we should do about it.