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Number of items: 4.
Clowes, J. and Tapp, A. (1998) From the 4P's to the 3R's. Using relationship marketing to retain football clubs' supporters and improve income. Managing Leisure, 3 (1). pp. 18-26. ISSN 1360-6719
Tapp, A. and 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). pp. 57-73. ISSN 1464-6668
Tapp, A. and Clowes, J. (2002) From "carefree casuals" to "professional wanderers": Segmentation possibilities for football supporters. European Journal of Marketing, 36 (11/12). pp. 1248-1269. ISSN 0309-0566
Tapp, A. and 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). pp. 339-355. ISSN 1741-2439
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