This 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. Drawing 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, external communication management and
brand management, and helps researchers and practitioners to
understand how IMC can have the maximum positive impact on the brand
of an organisation, by managing their content, channels, stakeholders
and results. This book is fascinating reading for any researcher,
advanced student or practitioner with an interest in sport management,
the business of football, sport marketing or innovative approaches to
marketing and business communications in other commercial spheres.
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Produktdetaljer
ISBN
9781000610260
Publisert
2022
Utgave
1. utgave
Utgiver
Vendor
Routledge
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter