Johnson Morgan, Melissa and Seaton, Sheilagh and Summers, Jane (2008) Determination of the financial return on marketing investment for sports events in Canada. In: 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008), 16-20 July 2008, Gold Coast, Australia.
This conceptual paper examines how measures used for the determination of financial return on marketing investment be applied to the sports event industry in Canada? The study proposes a progressional research agenda which begins with identifying measures currently being used to evaluate strategic marketing objective. Following this the organization’s ability to implement measures will be evaluated and then a match between measures currently being used to measure return on investment, and those proposed in the literature will be made. By answering the research questions proposed in this paper using the recommended methodology the outcome will be a consolidation of measures and a return on marketing investment methodology appropriate for use in the Canadian sports event context.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Permanent restricted access to paper due to publisher copyright restrictions. ISBN 978-0-646-50941-9 (CD-ROM).|
|Uncontrolled Keywords:||financial returns; marketing; sports events; Canada|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||11 Jun 2009 04:34|
|Last Modified:||02 Jul 2013 23:13|
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