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All Outputs (142)

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.

Revolution marketing (2005)
Book
Gamble, P., Tapp, A., Stone, M., & Marsella, A. (2005). Revolution marketing. London: Kogan Press

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?.

The use of direct marketing in higher education (2003)
Presentation / Conference
Tapp, A., Hicks, K., & Stone, M. (2003, September). The use of direct marketing in higher education. Paper presented at Higher Education Marketers Conference, Cardiff, UK