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Marketing accountability: Applying Data Envelopment Analysis to Assess the Impact of Advertising Efficiency on Shareholder Value

Authors/Editors: S. Raithel
S. Scharf
C. R. Taylor
M. Schwaiger
L. Zimmermann
Published: 2011
Type: Articles in Refereed Journals (International)
ISBN/ISSN: 978-1-78052-094-0
Published in: Advances in International Marketing
Additional information: Vol. 22, S. 115-139
Additional information: DOI: 10.1108/S1474-7979(2011)0000022009