An integrated marketing communication of sport associations in the professional sport development plan in Thailand

Abstract

The purposes of this study are to find out the factors supporting integrated markrting communications (IMC) of sport associations in the professional sport development plan, and to create a framework of integrated marketing communications of sport associations in Thailand. The factors that supported IMC of sport associations were planning, tools, budget, timing and evaluating of processing. Second, factions that affect the decision marking in participation include 6 factors: licensing and sponsorship, personal contact and incentive, mass media, community relationship and atmospherics. Finally the model IMC of sports association presented is confirmed by experts who can be used efficiently.