The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

Abstract

Integrated marketing communication (IMC) is considered to hold strategic value for contemporary organisations. Yet, the actual implementation of IMC by client organisations remains under researched and represents somewhat of a black box for academics and practitioners alike. The study examines the perceptions of the IMC implementation process from practitioners working within professional football clubs. The findings reveal four diverse scenarios of IMC implementation and in so doing uncover neglected oxymora in the way in which IMC theory is translated in practice. The four scenarios: strategic integration, practitioners' strategy paradox, unintentional IMC implementation paradox, and IMC absence, are each linked to a different level of practitioner IMC application. The four scenarios provide a more nuanced perspective of IMC advancement, unpacking the black box of IMC implementation to inform future practical application and research investigation.

La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

“…Además, como futura investigación, cabe destacar que la CIM es importante y útil en el mercado actual (Kitchen, 2017), pero su implementación y contribución organizacional requieren atención (Patti et al, 2017). Por ello, se recomienda seguir trabajando en propuestas empíricas acerca del constructo CIM (Manoli y Hodgkinson, 2019) aplicado a diferentes contextos. Estas propuestas empíricas permitirán recopilar datos y diferentes interacciones realizadas en organizaciones que apliquen la CIM y ayudarán a conocer las estrategias más efectivas para a posteriori poder aplicarlas en diferentes espacios.…”

“…A lo largo de los años se han propuesto varias definiciones sobre la CIM (Kerr et al, 2008;Kliatchko, 2005;Porcu et al, 2017). También han sido objeto de investigación las dimensiones, los sistemas de medición (escalas), el enfoque desde el que se estudia el constructo (desde un enfoque 'amplio' que engloba todos los departamentos de una organización o desde un enfoque más reducido en la organización) (Porcu et al, 2019), su implementación (Manoli y Hodgkinson, 2019) y, además, su rendimiento (Luxton et al, 2017;Taylor, 2010). En consecuencia, algunos autores concluyen que se requieren más estudios empíricos sobre la CIM, principalmente centrados en la medición (Kitchen, 2017a), en el rendimiento (Porcu et al, 2019), en la implementación y en el componente digital (Vollero et al, 2019).…”

Brand capabilities in English Premier League clubs

“…The existing literature on building and extending sport brands (Hill & Vincent, 2006;Richelieu, 2016), as well as developing and deploying brand strategies in sport (Couvelaere & Richelieu, 2005;Kenyon et al, 2018;Manoli & Hodgkinson, 2019) have all acknowledged the potential for strategic brand management to be achieved, without nevertheless exploring what is involved in the brand capabilities of the sport organisations that succeed in strategic brand management. As a result, the brand processes mentioned above, brand guidance, training, updates and control, remain widely underexplored in the context of sport, despite the overall development of the sport branding literature to capture a number of advancements in brand management, such as the use of social media as branding tools by sport organisations (McCarthy et al, 2014).…”

“…The EPL is chosen as the setting for this study, since academics such as Manoli (2017), Manoli and Hodgkinson (2017) and McCarthy, Rowley, Ashworth and Pioch (2014) suggest that EPL clubs have invested extra effort, time and resources on developing their brand and marketing communications processes over time, thus potentially offering the ideal setting for the examination of rich and valuable data on brand capabilities. As the existing literature on brand management in sport suggests, an investigation of the brand capabilities of sport organisations, capturing both how the brand processes are performed and the brand perceptions of the individuals performing them, has yet to be conducted (Manoli & Hodgkinson, 2019;Richelieu, 2016). Unlike existing studies on brand management that tend to focus on a single or limited case studies, this study aims to provide a wider and more holistic view of brand capabilities, allowing for the brand capabilities landscape of the EPL to be uncovered, by focusing on all clubs that participated in the English Premier League (EPL) between 2010 and 2015, with each club playing in the EPL for one or more seasons (30 clubs in total).…”

Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.

“…En los últimos años, se considera que la comunicación integrada de marketing ha llegado a tener un valor estratégico para las organizaciones contemporáneas. Por ello, la implementación real de CIM por parte de las organizaciones hacia los clientes sigue siendo objeto de investigación, representando un enigma para los académicos (Šerić, 2018;Manoli y Hodgkinson, 2020).…”