Divisional advertising efficiency in the consumer car purchase funnel: A network DEA approach
- Resource Type
- Authors
- Kanghwa Choi
- Source
- Journal of the Operational Research Society. 71:1411-1425
- Subject
- Marketing
Black box (phreaking)
021103 operations research
Strategy and Management
0211 other engineering and technologies
Advertising
02 engineering and technology
Management Science and Operations Research
Management Information Systems
0202 electrical engineering, electronic engineering, information engineering
020201 artificial intelligence & image processing
Business
ComputingMilieux_MISCELLANEOUS
Purchase funnel
- Language
- ISSN
- 1476-9360
0160-5682
Previous advertising efficiency studies have neglected the “black box” of the consumer purchase funnel. Thus, this study decomposes advertising efficiency into marketing and sales efficiency to unr...