Data Envelopment Analysis as a Tool to Evaluate Marketing Policy Reliability

Zaytsev Dmitry () and Kuskova Valentina ()
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Zaytsev Dmitry: National Research University Higher School of Economics
Kuskova Valentina: National Research University Higher School of Economics

A chapter in Reliability and Statistical Computing, 2020, pp 289-304 from Springer

Abstract: Abstract In this paper we describe the Data Envelopment Analysis (DEA) research design and its applications for effectiveness evaluation of company marketing strategies. We argue that DEA is an efficient instrument for use in academia and industry to compare a company’s business performance with its competitors’. This comparison provides the company with information on the closest competitors, including evaluating strategies with similar costs, but more efficient outcomes (sales). Furthermore, DEA provides suggestions on the optimal marketing mix to achieve superior performance.

Keywords: Data envelopment analysis; Optimization; Business performance; Program evaluation (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:ssrchp:978-3-030-43412-0_17

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DOI: 10.1007/978-3-030-43412-0_17

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