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All Outputs (57)

Social marketing and social influences: Using social ecology as a theoretical framework (2010)
Journal Article
Pressley, A., Collins, K., & Tapp, A. (2010). Social marketing and social influences: Using social ecology as a theoretical framework. Journal of Marketing Management, 26(13-14), 1181-1200. https://doi.org/10.1080/0267257X.2010.522529

Social marketing has traditionally been dominated by an individualistic model of design. In this work, the authors apply a social ecology model to the theory and practice of social marketing, demonstrating that a multilevel framework is required to f... Read More about Social marketing and social influences: Using social ecology as a theoretical framework.

Field-capital theory and its implications for marketing (2010)
Journal Article
Tapp, A., & Warren, S. (2010). Field-capital theory and its implications for marketing. European Journal of Marketing, 44(1-2), 200-222. https://doi.org/10.1108/03090561011008673

Purpose: This paper seeks to explore the applicability and implications of Bourdieu's field-capital theory for marketing using original research with a typical European society. Bourdieu's field-capital theory proposes that people acquire economic, s... Read More about Field-capital theory and its implications for marketing.

The use of social marketing to influence the development of problem gambling in the UK: Implications for public health (2009)
Journal Article
Powell, J., & Tapp, A. (2009). The use of social marketing to influence the development of problem gambling in the UK: Implications for public health. International Journal of Mental Health and Addiction, 7(1), 3-11. https://doi.org/10.1007/s11469-008-9189-6

In this paper the authors present and debate the theoretical case for the use of social marketing to help reduce problem gambling in the public health context of the UK. Is triangulated between the key theories and principles of social marketing, the... Read More about The use of social marketing to influence the development of problem gambling in the UK: Implications for public health.

Social marketing and the meaning of cool (2008)
Journal Article
Tapp, A., & Bird, S. (2008). Social marketing and the meaning of cool. Social Marketing Quarterly, 14(1), 18-29. https://doi.org/10.1080/15245000801898399

Commercial marketers have long understood the value of cool in designing and selling their products, and have invested heavily in keeping in touch with the latest trends among their consumers. In this article, we contend that social marketers could u... Read More about Social marketing and the meaning of cool.

Why "soft science" is the key to regaining leadership in marketing knowledge (2008)
Journal Article
Tapp, A., & Hughes, T. (2008). Why "soft science" is the key to regaining leadership in marketing knowledge. European Journal of Marketing, 42(3-4), 265-278. https://doi.org/10.1108/03090560810852913

Purpose - The purpose of this paper is to highlight what the authors regard as serious problems with the continuing dominance of a "hard science" view of what constitutes "top quality" research, and to present evidence that a "softer" approach will y... Read More about Why "soft science" is the key to regaining leadership in marketing knowledge.

Achieving effective academic/practitioner knowledge exchange in marketing (2008)
Journal Article
Hughes, T., Tapp, A., & Hughes, R. (2008). Achieving effective academic/practitioner knowledge exchange in marketing. Journal of Marketing Management, 24(1-2), 221-240. https://doi.org/10.1362/026725708X274019

Marketing management research and teaching has been criticised for some time as being divorced from practice. However, there has been little research into the nature of knowledge exchange between academics and practitioners in the marketing field. In... Read More about Achieving effective academic/practitioner knowledge exchange in marketing.

Physics envy (2007)
Journal Article
Tapp, A. (2007). Physics envy. Marketing Intelligence and Planning, 25(3), 229-231. https://doi.org/10.1108/02634500710747743

Purpose - This paper seeks to identify and discuss a phenomenon with a hidden but severe impact on the conduct of research and teaching in marketing. Design/methodology/approach - Solicited as a viewpoint contribution, with permission to think aloud.... Read More about Physics envy.

Primary care professionals and social marketing of health in neighbourhoods: A case study approach to identify, target and communicate with ‘at risk’ populations (2007)
Journal Article
Powell, J., Tapp, A., Orme, J., & Farr, M. (2007). Primary care professionals and social marketing of health in neighbourhoods: A case study approach to identify, target and communicate with ‘at risk’ populations. Primary Health Care Research and Development, 8(1), 22-35. https://doi.org/10.1017/S1463423607000047

Aim: In this article the authors illustrate using a case study approach how primary care professionals can use the combination of geodemographic data with hospital episode statistics (HES) to predict the location of people yat risk’ of diabetes melli... Read More about Primary care professionals and social marketing of health in neighbourhoods: A case study approach to identify, target and communicate with ‘at risk’ populations.

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), 156-172

In 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.

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), 3-13

This 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.

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/10.1108/02634500410536876

Marketing 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/10.1108/03090560410529178

This 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?.