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Measuring the spillover effects: Some Chinese evidence

✍ Scribed by Long Gen Ying


Book ID
110918904
Publisher
Springer
Year
2005
Tongue
English
Weight
119 KB
Volume
79
Category
Article
ISSN
1056-8190

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The measurement of marketing efficiency
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## 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