التفاصيل البيبلوغرافية
| العنوان: |
Integrated Marketing Communication in Football. |
| المؤلفون: |
Barrett, Martin |
| المصدر: |
International Journal of Sport Communication; Jun2024, Vol. 17 Issue 2, p232-233, 2p |
| مصطلحات موضوعية: |
INTEGRATED marketing, MARKETING, COMMUNICATION in marketing, COMMUNICATION in sports |
| مستخلص: |
"Integrated Marketing Communication in Football" by Argyro Elisavet Manoli is a book that explores the implementation of integrated marketing communication (IMC) within the English Premier League (EPL). The book provides insights from qualitative interviews with marketing and communication professionals from 30 EPL clubs over a five-year period. It highlights the need for more research on the translation of IMC research into action and challenges the idea that IMC is simply about maintaining a consistent brand image. The book categorizes EPL clubs into different integration levels and presents four integration scenarios, showcasing the discrepancies between perception and implementation. It is a valuable resource for those interested in sport marketing and communication, and it is suitable for both academic and professional audiences. [Extracted from the article] |
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| قاعدة البيانات: |
Complementary Index |
