Implementing integrated marketing science modeling at a non-profit organization : balancing multiple business objectives at Georgia Aquarium
V. Kumar; Amalesh Sharma; Naveen Donthu; Carey Rountree
| Year of publication: |
2015
|
|---|---|
| Authors: | Kumar, V. ; Sharma, Amalesh ; Donthu, Naveen ; Rountree, Carey |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 34.2015, 6, p. 804-814
|
| Subject: | non-profit | data envelopment analysis (DEA) | media optimization | pass holder lifetime net revenue (PLNR) | effective media | media spend | type II Tobit model | linear regression model | spatial analysis | Data-Envelopment-Analyse | Data envelopment analysis | Nonprofit-Organisation | Nonprofit organization | Theorie | Theory | Tobit-Modell | Tobit model |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011409992