How data envelopment analysis reveals brand advertising efficiency
Joachim Büschken
| Year of publication: |
2009
|
|---|---|
| Authors: | Büschken, Joachim |
| Published in: |
GfK marketing intelligence review : Marketingforschung für die Praxis. - Nürnberg : GfK, ISSN 1865-5866, ZDB-ID 2498727-X. - 2009, 1, p. 36-45
|
| Subject: | Markenführung | Brand management | Werbewirkung | Advertising effects | Data-Envelopment-Analyse | Data envelopment analysis | Kfz-Industrie | Automotive industry | Deutschland | Germany |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal ; Fallstudie ; Case study |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003854943