Academic Journal
Efficiency, effectiveness and productivity of marketing in services
| العنوان: | Efficiency, effectiveness and productivity of marketing in services |
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| المؤلفون: | Keh, HT, Chu, SF, Xu, JY |
| المساهمون: | Chu, SF (reprint author), Natl Univ Singapore, Sch Business, Dept Decis Sci, Singapore 117592, Singapore., Natl Univ Singapore, Sch Business, Dept Decis Sci, Singapore 117592, Singapore., Peking Univ, Dept Marketing, Guanghua Sch Management, Beijing 100871, Peoples R China., 21st Century Business Herald Press, Shanghai 200001, Peoples R China. |
| المصدر: | EI ; SCI |
| بيانات النشر: | european journal of operational research |
| سنة النشر: | 2006 |
| المجموعة: | Peking University Institutional Repository (PKU IR) / 北京大学机构知识库 |
| مصطلحات موضوعية: | marketing, productivity, efficiency, effectiveness, data envelopment analysis, services, RETAIL PRODUCTIVITY, SCALE, DEA, OPERATIONS, RETURNS, PROFITABILITY, PERFORMANCE, ISSUES, MODELS |
| الوصف: | How can a service firm right-size marketing expenses and yet strive to maximize revenue? This paper represents the first attempt to model these efficiency and effectiveness issues using a 49-unit Asia-Pacific hotel chain as illustration. We employ a triangular DEA model with total expenses (controlling for number of rooms) as the raw input, marketing expenses as intermediate output/input and revenues from room rentals and F&B as final outputs. We infer that efficiency tails off when more than 12% of the budget is expended on marketing activities. In terms of effectiveness, we find that all the units rated as relatively inefficient can accrue increasing returns to scale in revenues from marketing activities. By contrast, in the productivity stage linking the raw inputs to the revenues, we observe mostly decreasing returns to scale. Our results highlight the crucial role of marketing in service organizations. (c) 2004 Elsevier B.V. All rights reserved. ; http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000233109700018&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=8e1609b174ce4e31116a60747a720701 ; Management ; Operations Research & Management Science ; SCI(E) ; EI ; SSCI ; 79 ; ARTICLE ; 1 ; 265-276 ; 170 |
| نوع الوثيقة: | journal/newspaper |
| اللغة: | English |
| تدمد: | 0377-2217 |
| Relation: | EUROPEAN JOURNAL OF OPERATIONAL RESEARCH.2006,170,(1),265-276.; 982389; http://hdl.handle.net/20.500.11897/252517; WOS:000233109700018 |
| DOI: | 10.1016/j.ejor.2004.04.050 |
| الاتاحة: | https://hdl.handle.net/20.500.11897/252517 https://doi.org/10.1016/j.ejor.2004.04.050 |
| رقم الانضمام: | edsbas.D9758204 |
| قاعدة البيانات: | BASE |
| تدمد: | 03772217 |
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| DOI: | 10.1016/j.ejor.2004.04.050 |