An evaluation of the advertising media function using DEA and DEMATEL
Maysam Shafiee Roodposhti, Kiandokht Behrang, Hadi Kamali, and Babak Rezadoost
| Year of publication: |
2022
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|---|---|
| Authors: | Roodposhti, Maysam Shafiee ; Behrang, Kiandokht ; Kamali, Hadi ; Rezadoost, Babak |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 7, p. 923-943
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| Subject: | Advertising efficiency | media | the DEA methodology | the DEMATEL technique | Data-Envelopment-Analyse | Data envelopment analysis | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2054902 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013357209