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All Outputs (29)

Emerging trends in the use of the Internet – lessons from the football sector (2000)
Journal Article
Beech, J., Chadwick, S., & Tapp, A. (2000). Emerging trends in the use of the Internet – lessons from the football sector. Qualitative Market Research: An International Journal, 3(1), 38-46. https://doi.org/10.1108/13522750010310479

Literature findings suggest a powerful role for Web sites in football club marketing. The authors used this as a springboard for an exploratory study which combined qualitative interviews with empirical observations of football Web sites. Links were... Read More about Emerging trends in the use of the Internet – lessons from the football sector.

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.

‘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.