For a single phase winding it it usual to have one coil per pole,but you can leave half the coils out and double the number of turns on the remainder with much the same results.
Normally a 3 phase winding has 3 single phase windings spaced at 120 electrical degrees,so it would have 3 coils per pole.
Let's consider a 12 pole machine, the basic single phase winding would have 12 coils. Three phase would have 36 coils. As I said before the single phase case could be wound with 6 coils so the 3 phase could be wound with 18 coils. Both types of winding are common and in every case the coils of the 3 phase winding need to overlap.
When you try to build axial air gap type alternators, overlapping coils causes problems due to the shortage of space at the centre, so it is common to leave out even more coils. If we leave out half the coils of the 18 version and use 9 we find that they will all lie on a single layer without overlap.
This is common for the types of alternators built here. The thing to watch is that for this trick to work your poles must be a multiple of 4 and for every 4 magnets you use 3 coils.
Don't try it with pole numbers that are not divisible by 4 or you will not be able to do it in a single layer winding.
It is not conventional so if you look at text book on electrical engineering you will find no mention, so the only information you are likely to find is in the archives here or on windmill sites.
Flux