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

Resultado de la investigación: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

Resumen

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.

Idioma originalInglés
Título de la publicación alojadaOPT-i 2014 - 1st International Conference on Engineering and Applied Sciences Optimization, Proceedings
EditoresN. D. Lagaros, Matthew G. Karlaftis, M. Papadrakakis
EditorialNational Technical University of Athens
Páginas2334-2347
Número de páginas14
ISBN (versión digital)9789609999465
EstadoPublicada - 2014
Publicado de forma externa
Evento1st International Conference on Engineering and Applied Sciences Optimization, OPT-i 2014 - Kos Island, Grecia
Duración: 4 jun 20146 jun 2014

Serie de la publicación

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

Conferencia

Conferencia1st International Conference on Engineering and Applied Sciences Optimization, OPT-i 2014
País/TerritorioGrecia
CiudadKos Island
Período4/06/146/06/14

Huella

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