Determination of the financial return on marketing investment for sports events in Canada

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.

Abstract

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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to paper due to publisher copyright restrictions. ISBN 978-0-646-50941-9 (CD-ROM).
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 11 Jun 2009 04:34
Last Modified: 02 Jul 2013 23:13
Uncontrolled Keywords: financial returns; marketing; sports events; Canada
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1502 Banking, Finance and Investment > 150205 Investment and Risk Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4904

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