Assessing advertising media spending inefficiencies in generating sales

Journal of Business Research

Volumn 58, Issue 1 SPEC.ISS, 2005, Pages 28-36

  Luo, Xueming ^a   Donthu, Naveen ^b  

^a STATE UNIVERSITY OF NEW YORK AT FREDONIA   (United States)

^b GEORGIA STATE UNIVERSITY   (United States)

Author keywords

Advertising efficiency; Data envelopment analysis; Stochastic frontier analysis

Indexed keywords

EID: 6944229417     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0148-2963(03)00076-6     Document Type: Article

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