Integrated Marketing Communications 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.

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.

1. Introduction, 2. Integrated Marketing Communications, 3. Integrated Marketing Communications Perceptions and Implementation, 4. Marketing Strategy, Marketing Goals, and Internal Communication, 5. Communications Alignment and Brand Management, 6. Football Practitioners' Perceptions of Integrated Marketing Communications, 7. Integration Scenarios, 8. Conclusion