Integrated Marketing Communications in Football - 9780367690571

Taylor & Francis

Integrated Marketing Communications in FootballAuthor(s): Argyro Elisavet Manoli\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367690571, 978-0367690571\nSynopsis\nThis book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) arguably the most commercialised and watched sport league in the world and how it can and should be utilised in the context of other sports properties. \n\nDrawing on cutting-edge empirical research, the book offers a detailed view into the marketing communications practices of EPL clubs (such as brand management and communications alignment), the football clubs practitioners perspectives of IMC and the integration processes taking place within the clubs. It examines the key marketing communications practices that strategic IMC entails, including marketing strategies and goals, cross-functional communication,.