Determination of the financial return on marketing investment for sports events in Canada
Paper
Paper/Presentation Title | Determination of the financial return on marketing investment for sports events in Canada |
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Presentation Type | Paper |
Authors | Johnson Morgan, Melissa (Author), Seaton, Sheilagh (Author) and Summers, Jane (Author) |
Editors | James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa |
Journal or Proceedings Title | Proceedings of the 6th Annual Sport Marketing Association Conference (SMA 2008) |
Number of Pages | 15 |
Year | 2008 |
Place of Publication | Toowoomba, Australia |
ISBN | 9780646509419 |
Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2008conference.htm |
Conference/Event | 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008) |
Event Details | 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008) Event Date 17 to end of 19 Jul 2008 Event Location 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. |
Keywords | financial returns; marketing; sports events; Canada |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350208. Investment and risk management | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
Okanagan College, Canada |
https://research.usq.edu.au/item/9yyxq/determination-of-the-financial-return-on-marketing-investment-for-sports-events-in-canada
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