The purpose of this research was to investigate the attendance range of spectators at an English Football Association Premier League club. The numbers of spectators in both percentage and absolute terms were calculated and allocated to three segments (heavy, medium, light attendance). The...

Academically 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 segmenting. Central to this issue is the ease with...

This commentary was stimulated by two things. First, the apparently growing concerns within marketing academia with the gap between academia and practice. Throughout Europe academics are expressing the need to link their work closely with practitioners, yet there is little sign of urgency from...

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 yield work that more closely...

Purpose – This paper seeks to explore the applicability and implications of Bourdieu's field‐capital theory for marketing using original research with a typical European society. Bourdieu's field‐capital theory proposes that people acquire economic, social and cultural capital which they...

Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However,...