ABSTRACT
In order to explore IMC’s implementation in the football clubs studied, the marketing practices associated with the application of IMC are examined in this chapter. The chapter first explores the existence and form that marketing strategies take within the clubs, followed by an analysis of the marketing goals set within them. The internal cross-functional communication occurring within each of the clubs is also examined, in an attempt to identify how it takes place. Through this examination of the marketing communication practices within the clubs, the patterns that emerge and are discussed offer indications to whether, how and to what extent IMC is currently being implemented in the football clubs.
