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Towards a branding framework for cause-, funding-and need-oriented charities (1999)
Journal Article
Tapp, A., Lindsay, G., & Sorrell, R. (1999). Towards a branding framework for cause-, funding-and need-oriented charities. Journal of Marketing Communications, 5(1), 39-50. https://doi.org/10.1080/135272699345734

One of the authors recently developed a framework of strategic orientations that charities will typically move through during their life cycle; these were termed cause, funding and need. Another author also recently investigated appropriate branding... Read More about Towards a branding framework for cause-, funding-and need-oriented charities.

Direct marketing communications (1999)
Book Chapter
Tapp, A. (1999). Direct marketing communications. In D. Picton, & A. Broderick (Eds.), Integrated marketing communicationsFT Pitman (Pearson)

‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income (1998)
Journal Article
Clowes, J., & Tapp, A. (1998). ‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income. Managing Leisure, 3(1), 18-25. https://doi.org/10.1080/13606719808559322

Football clubs have traditionally adopted a product-focused approach to their business activity and have in recent years moved to a more promotion-orientated strategy. These approaches are still based on the traditional ‘transactions’ paradigm develo... Read More about ‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income.

Social marketing to encourage initiation and continuation of breastfeeding in Penhill and Pinehurst, Swindon
Report
Pollard, K., Condon, L., Warren, S., Collins, K., Tapp, A., Boyles, A., & Ricketts, A. Social marketing to encourage initiation and continuation of breastfeeding in Penhill and Pinehurst, Swindon

Executive Summary • NHS Swindon has targets to increase the initiation and duration of breastfeeding to 6-8 weeks and beyond. A number of interventions have been implemented to increase local breastfeeding prevalence, including the UNICEF Baby Frien... Read More about Social marketing to encourage initiation and continuation of breastfeeding in Penhill and Pinehurst, Swindon.