This project will analyze and explain the similarities and differences between the IMC marketing techniques utilized by Italy’s most influential and well known soccer club, A.C. Milan, and compare them to those techniques executed in the United States by the Buffalo Bills football team. Research will be utilized to help the investigator analyze the use of the integrated market communication and the promotion mix: these elements will be compared using A.C. Milan and the Buffalo Bills. The investigator will then analyze the brand name through its instruments (evolutionary and graphical processes, its functions, and brand equity), offering specific data of the importance of A.C. Milan and what it represents in Italy compared with the Buffalo Bills.
|Presenter:||Vincenzo Barresi (Undergraduate Student)|
|Time:||9 am (Session I)|