Benchmarking of Advertising Efficiency in U.S. Car Market Using Data Envelopment Analysis
Measuring advertising efficiency is an important and challenging issue in marketing. It is important since advertising spending consumes the biggest part of a marketing budget. Yet many firms have difficulty to determine the optimal level of advertising budget and to allocate this budget across diff...
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2012
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| Online Access: | http://spectrum.library.concordia.ca/974644/1/Vaseghi_MSc_F2012.pdf Vaseghi, Payam <http://spectrum.library.concordia.ca/view/creators/Vaseghi=3APayam=3A=3A.html> (2012) Benchmarking of Advertising Efficiency in U.S. Car Market Using Data Envelopment Analysis. Masters thesis, Concordia University. |