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Marketing Accountability: Applying Data Envelopment Analysis to Assess the Impact of Advertising Efficiency on Shareholder Value

Measurement and Research Methods in International Marketing

ISBN: 978-1-78052-094-0, eISBN: 978-1-78052-095-7

ISSN: 1474-7979

Publication date: 23 August 2011

Abstract

Originality/value of the chapter – The chapter finds investors to pay attention not only to the effectiveness of advertising activities but also to their efficiency. The study also demonstrates how DEA and stock return response modeling can be combined to investigate the link between advertising efficiency and investor behavior.

Keywords

Citation

Raithel, S., Scharf, S., Taylor, C.R., Schwaiger, M. and Zimmermann, L. (2011), "Marketing Accountability: Applying Data Envelopment Analysis to Assess the Impact of Advertising Efficiency on Shareholder Value", Sarstedt, M., Schwaiger, M. and Taylor, C.R. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 115-139. https://doi.org/10.1108/S1474-7979(2011)0000022009

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited