Marketing accountability : applying data envelopment analysis to assess the impact of advertising efficiency on shareholder value
Sascha Raithel, Sebastian Scharf, Charles R. Taylor, Manfred Schwaiger and Lorenz Zimmermann
| Year of publication: |
2011
|
|---|---|
| Authors: | Raithel, Sascha ; Scharf, Sebastian M. ; Taylor, Charles Raymond ; Schwaiger, Manfred ; Zimmermann, Lorenz |
| Published in: |
Measurement and research methods in international marketing ; 22. - Bingley [u.a.] : Emerald, ISBN 978-1-78052-094-0. - 2011, p. 115-139
|
| Subject: | Werbung | Advertising | Effizienz | Efficiency | Shareholder Value | Shareholder value | Data-Envelopment-Analyse | Data envelopment analysis |
| 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://ebvufind01.dmz1.zbw.eu/10009377921