Econometric modeling and analysis of technical efficiency of marketing productivity. An application to the U.S. Retail sector using stochastic frontier models

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The research developed in previous project has allowed the elaboration a generic model for measuring marketing productivity, which aims to serve as a basis for obtaining measurements of productivity in companies of services sector. Furthermore, it has been possible to determine what inputs / outputs and functional forms that determine and influence that productivity and technical efficiency of the organizations are. This has been measured by econometric models and stochastic frontier. This paper applies the Theoretical Model of Marketing Productivity (TMMP), developed in earlier research, in the case of U.S. retail sector. The results shows that variables, market-based assets and investments in marketing, affect negatively to marketing productivity and financial performance, respectively, while variable, marketing resources, affect positively to financial performance and marketing productivity. Moreover, it validates the relationship between financial performance and marketing productivity, further demonstrating that the companies in the sample show a decreasing efficiency in the study period.

Original languageEnglish
Title of host publicationOPT-i 2014 - 1st International Conference on Engineering and Applied Sciences Optimization, Proceedings
EditorsN. D. Lagaros, Matthew G. Karlaftis, M. Papadrakakis
PublisherNational Technical University of Athens
Pages2334-2347
Number of pages14
ISBN (Electronic)9789609999465
StatePublished - 1 Jan 2014
Event1st International Conference on Engineering and Applied Sciences Optimization, OPT-i 2014 - Kos Island, Greece
Duration: 4 Jun 20146 Jun 2014

Publication series

NameOPT-i 2014 - 1st International Conference on Engineering and Applied Sciences Optimization, Proceedings

Conference

Conference1st International Conference on Engineering and Applied Sciences Optimization, OPT-i 2014
CountryGreece
CityKos Island
Period4/06/146/06/14

Keywords

  • Econometric modeling
  • Marketing productivity
  • Stochastic frontier models

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