Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers
The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels....
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| Publicado no: | Academia. Revista Latinoamericana de Administración |
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| Principais autores: | , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Consejo Latinoamericano de Escuelas de Administración
2008
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=71611842008 |
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