MANOLI, E., 2016. Marketing communication practices that foster integration in football clubs. IN: Proceedings of 2016 24th European Association for Sport Management conference (EASM 2016), Warsaw, Poland, 7-10 September 2016.
This study investigates the marketing communication practices in football clubs in an attempt to understand the extent to which integration is implemented in them. Based on the close link between integration and marketing communications, it can be argued that this study examines the current practice in an effort to access the strategic focus of the marketing communications practices encountered. In other words, the aim of this study is not only to create an account of the marketing communications practices in football, but also to identify and access whether the current practices implemented foster strategic integration, which is a key aspect of strategic brand management.