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Efficiency measures in retentive and expansive marketing of financial services

โœ Scribed by Harsharanjeet S. Jagpal; Ephraim F. Sudit


Publisher
Elsevier Science
Year
1978
Tongue
English
Weight
699 KB
Volume
7
Category
Article
ISSN
0019-8501

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The measurement of marketing efficiency
โœ Michael Vardanyan; Victor J. Tremblay ๐Ÿ“‚ Article ๐Ÿ“… 2006 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 159 KB

## Abstract We develop a model of marketing efficiency based on a directional distance function that allows for marketing spillovers. A parametric model is used to test for spillovers from rival marketing and from a firm's marketing activity of its other related products. We then show how this info