The purpose of this study is to provide a broader, economic perspective on customer value management. By developing an efficiency-based concept of customer value we aim at contributing to the presently underrepresented research field of marketing economics. The customer value concept is utilized...

In this paper we establish further connections between DEA and Multi-criteria Decision Analysis by suggesting a particular way to estimate preference weights for different objectives using DEA. We claim that the virtual multipliers obtained from a standard DEA model are not suitable to measure...