Measuring return on marketing investment in non-professional sports event organisations
Doctorate other than PhD
Title | Measuring return on marketing investment in non-professional sports event organisations |
---|---|
Type | Doctorate other than PhD |
Authors | |
Author | Seaton, Sheilagh |
Supervisor | Summers, Jane |
Johnson Morgan, Melissa | |
Institution of Origin | University of Southern Queensland |
Qualification Name | Doctor of Business Administation |
Number of Pages | 234 |
Year | 2010 |
Abstract | Non-professional sports event organisations share many of the characteristics of small businesses. Non-professional sports event organisations often find it difficult To explore these potential barriers further, case studies were undertaken of twelve non-professional sports event organisations in Canada. The research initially The findings of this study provided some valuable insights for marketing academics and practitioners alike in relation to the need to consider the applicability and relevance of theoretical concepts for small business applications. Whilst the case organizations were able to identify and intuit the benefits of adopting a more strategic marketing approach, most were struggling to implement basic marketing concepts. However, through exposure to a simple model for calculating ROMI, two case organisations were willing to consider adopting simple methods for measuring return on marketing investment. Small business practitioners may not currently apply advanced marketing concepts, but the results of this study indicate it may be possible to reduce the gap between theory and application. To succeed, academics and policy makers must minimize barriers through the development of simplified processes and by explicating the value of undertaking strategic marketing planning and analysis. |
Keywords | financial returns; marketing; investment; non-professional; sports event organisations |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350208. Investment and risk management | |
Byline Affiliations | Faculty of Business |
https://research.usq.edu.au/item/q0x84/measuring-return-on-marketing-investment-in-non-professional-sports-event-organisations
Download files
2276
total views783
total downloads0
views this month2
downloads this month