Dancing in step: The choreography of loyalty partnerships. Can Nectar succeed where Shell Smart failed?
(2004)
Journal Article
Tapp, A., & Stone, M. (2004). Dancing in step: The choreography of loyalty partnerships. Can Nectar succeed where Shell Smart failed?. Interactive Marketing -London-, 6(1), 234-242. https://doi.org/10.1057/palgrave.im.4340267
All Outputs (57)
Linking business schools and practice in direct marketing: are we missing an opportunity? (2003)
Journal Article
Tapp, A. (2003). Linking business schools and practice in direct marketing: are we missing an opportunity?. Journal of Database Marketing and Customer Strategy Management, 11(2), 107-113. https://doi.org/10.1057/palgrave.dbm.3240211
Looking through the hourglass of fan segmentation. Research findings and marketing implications for live spectator sports (2003)
Journal Article
Tapp, A., & Clowes, J. (2003). Looking through the hourglass of fan segmentation. Research findings and marketing implications for live spectator sports. International Journal of Sports Marketing and Sponsorship, 5(1), 57-73
From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters (2002)
Journal Article
Tapp, A., & Clowes, J. (2002). From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters. European Journal of Marketing, 36(11/12), 1248-1269. https://doi.org/10.1108/03090560210445164Academically constructed segments may often fail to be implemented by practitioners. There may be a number of reasons for this, but at the heart of the matter for practitioners must be an economic reward that outweighs the incremental costs of segmen... Read More about From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters.
Future marketers: Future curriculum: Future shock? (2002)
Journal Article
Evans, M., Nancarrow, C., Tapp, A., & Stone, M. (2002). Future marketers: Future curriculum: Future shock?. Journal of Marketing Management, 18(5-6), 579-596. https://doi.org/10.1362/0267257022683677
Proactive or reactive marketing? The influence of the internet on direct marketing (2002)
Journal Article
Tapp, A. (2002). Proactive or reactive marketing? The influence of the internet on direct marketing. Journal of Database Marketing and Customer Strategy Management, 9(3), 238-247. https://doi.org/10.1057/palgrave.jdm.3240005
The strategic value of direct marketing: What are we good at? Part 1 (2001)
Journal Article
Tapp, A. (2001). The strategic value of direct marketing: What are we good at? Part 1. Journal of Database Marketing and Customer Strategy Management, 9(1), 144-156. https://doi.org/10.1057/palgrave.jdm.3240053
The strategic value of direct marketing: Expanding its role within the company, Paper 2 (2001)
Journal Article
Tapp, A. (2001). The strategic value of direct marketing: Expanding its role within the company, Paper 2. Journal of Database Marketing and Customer Strategy Management, 9(2), 105-113. https://doi.org/10.1057/palgrave.jdm.3240065
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/10.1108/13522750010310479Literature 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.
Scoring with the net: The cybermarketing of English football clubs (2000)
Journal Article
Beech, J., Chadwick, S., & Tapp, A. (2000). Scoring with the net: The cybermarketing of English football clubs. Electronic Markets, 10(3), 45-57. https://doi.org/10.1080/10196780050177080
The culture of collecting: An opportunity for football clubs (1999)
Journal Article
Tapp, A., Beech, J., & Chadwick, S. (1999). The culture of collecting: An opportunity for football clubs. Journal of Database Marketing and Customer Strategy Management, 6(3), 253-266
The role of database marketing in football clubs: A case study of Coventry City F.C. (1999)
Journal Article
Tapp, A., & Clowes, J. (1999). The role of database marketing in football clubs: A case study of Coventry City F.C. Journal of Database Marketing and Customer Strategy Management, 6(4), 339-355
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/10.1080/135272699345734One 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/10.1080/13606719808559322Football 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.
Charity brands: a qualitative study of current practice (1996)
Journal Article
Tapp, A. (1996). Charity brands: a qualitative study of current practice. International Journal of Nonprofit and Voluntary Sector Marketing, 1(4), 327-337. https://doi.org/10.1002/nvsm.6090010406
The use of brand management tools in charity fundraising (1996)
Journal Article
Tapp, A. (1996). The use of brand management tools in charity fundraising. Journal of Brand Management, 3(6), 400-416
Relationship fundraising techniques in charities: Are they used and do they work? (1995)
Journal Article
Tapp, A. (1995). Relationship fundraising techniques in charities: Are they used and do they work?. Journal of Database Marketing and Customer Strategy Management, 2(4), 328-343