Integrated Marketing Communications in Football

This book explores the application of Integrated Marketing Communications (IMC) in the English Premier League (EPL) and provides insights into the marketing communications practices of EPL clubs, the perspectives of football club practitioners, and the integration processes within the clubs. It examines key marketing communications practices such as brand management, cross-functional communication, external communication management, and marketing strategies and goals, and aims to maximize the positive impact of IMC on the brand of organizations. It is a valuable resource for researchers, advanced students, and practitioners in sport management, football, sport marketing, and innovative approaches to marketing and business communications.

Format: Paperback / softback
Length: 148 pages
Publication date: 29 January 2024
Publisher: Taylor & Francis Ltd

This comprehensive book takes a significant stride forward in showcasing the application of Integrated Marketing Communications (IMC) within the English Premier League (EPL), widely recognized as the most commercialized and highly-watched sport league globally. By drawing on cutting-edge empirical research, the book provides a detailed exploration of the marketing communication practices employed by EPL clubs, encompassing brand management and communication alignment. It also delves into the perspectives of football club practitioners regarding IMC and the integration processes taking place within these clubs. The book examines the essential marketing communication practices that constitute strategic IMC, such as marketing strategies, cross-functional communication, external communication management, and brand management. It serves as a valuable resource for researchers and practitioners seeking to understand how IMC can maximize the positive impact on an organization's brand by effectively managing its content, channels, stakeholders, and outcomes.

This book is an enthralling read for scholars, advanced students, and practitioners with a keen interest in sport management, the business of football, sport marketing, or innovative approaches to marketing and business communications in other commercial domains. Its comprehensive nature and insightful analysis make it a valuable contribution to the field, offering valuable insights and practical applications for those seeking to enhance their understanding and effectiveness in the world of sports marketing and beyond.

Weight: 453g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367690649