Brown, Natalie; Cheong, Yunjae - In: Journal of Global Scholars of Marketing Science 23 (2013) 1, pp. 23-40
This study uses Data Envelopment Analysis (DEA) to analyze the advertising efficiency of 26 companies featured in <italic>Sports Business Journal's</italic> list of the top 50 sports advertisers from 2009. The input variables included sports media spending and non-sports media spending, as well as the total...
