Yang, Chenchen; Yang, Feng; Xia, Qiong; Ang, Sheng - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 678-689
Purpose – The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is which one, among these factors, is the more important. Design/methodology/approach – By using data envelopment...