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Data Envelopment Analysis as a Tool to Evaluate Marketing Policy Reliability

In: Reliability and Statistical Computing

Author

Listed:
  • Zaytsev Dmitry

    (National Research University Higher School of Economics)

  • Kuskova Valentina

    (National Research University Higher School of Economics)

Abstract

In this paper we describe the Data Envelopment Analysis (DEA) research design and its applications for effectiveness evaluation of company marketing strategies. We argue that DEA is an efficient instrument for use in academia and industry to compare a company’s business performance with its competitors’. This comparison provides the company with information on the closest competitors, including evaluating strategies with similar costs, but more efficient outcomes (sales). Furthermore, DEA provides suggestions on the optimal marketing mix to achieve superior performance.

Suggested Citation

  • Zaytsev Dmitry & Kuskova Valentina, 2020. "Data Envelopment Analysis as a Tool to Evaluate Marketing Policy Reliability," Springer Series in Reliability Engineering, in: Hoang Pham (ed.), Reliability and Statistical Computing, pages 289-304, Springer.
    • Handle: RePEc:spr:ssrchp:978-3-030-43412-0_17
    DOI: 10.1007/978-3-030-43412-0_17
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