Ivey Publishing

Product Details

London Jets
Product Number:
9B02A022
Publication Date:
11/29/2002
Revised Date:
10/28/2009
Length:
11 pages (3 pages of text)
Product Type:
Case (Gen Exp)
Source:
Ivey
The marketing manager for a hockey team has been told by senior management that revenues for the next season must increase or the franchise will be sold. The previous year's high-budget advertising campaign did not bring in the single-ticket sales results he expected. A database of past ticket holders is available and the question arises how to use this database. Using pivot tables, and recency, frequency and monetary value analyses, he must determine how to increase the return on the marketing investment. An Excel spreadsheet, product 7B02A022, is also available.
Issues:
Disciplines:
Marketing
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Canada, Small, 2002
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 7B02A022 (908 KB)
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