Integrated Marketing Communications in Football

Argyro Elisavet Manoli (University of Bergamo, Italy)

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English

Routledge
01 July 2022

Sales & marketing management; Sporting events, tours & organisations; Football (Soccer, Association football)

Series: Critical Research in Football

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.

By: Argyro Elisavet Manoli (University of Bergamo Italy)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 440g
ISBN: 9780367690571
ISBN 10: 0367690578
Series: Critical Research in Football
Pages: 148
Publication Date: 01 July 2022
Audience: Professional and scholarly , College/higher education , Undergraduate , Further / Higher Education
Format: Hardback
Publisher's Status: Active

Argyro Elisavet Manoli is Associate Professor (Senior Lecturer) of Sport Marketing and Communications at Loughborough University, UK, following a career in the professional sport industry. Her research focuses on two main strands: marketing communications management and integrity in sport. Dr Manoli was involved in the European Commission Expert Group for Sport Integrity, while being invited to author a mapping report for the European Union. Her research on the English Premier League was awarded the 2018 Highly Commended Award by Emerald Publishing. Dr Manoli is also the Scientific Chair of Sport Media and Communications in the European Association of Sport Management, while sitting on a number of Editorial Boards of prestigious journals.