All Outputs (3)

Academic research into marketing: Many publications, but little impact? (2018)
Journal Article

© 2018, © 2018 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. This article reviews some issues associated with the way in which academic research into marketing is evaluated by UK educ... Read More about Academic research into marketing: Many publications, but little impact?.

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.

New channels/old channels: Customer management and multi-channels (2006)
Journal Article
Hughes, T. (2006). New channels/old channels: Customer management and multi-channels. European Journal of Marketing, 40(1-2), 113-129. https://doi.org/10.1108/03090560610637347

Purpose - This paper seeks to concern itself with the implications for the management of customer relationships of pursuing a multi-channel approach. Design/methodology/approach - The case study method is used in analysing the situation of four organ... Read More about New channels/old channels: Customer management and multi-channels.