Data Envelopment Analysis: A Management Science Tool for Scientific Marketing Research
Journal of Marketing Research, 42 (3), Book Review, 113-116, 2004
5 Pages Posted: 5 May 2013
Date Written: 2004
Marketing has a tradition in conducting scientific research with cutting-edge techniques developed in management science, such as data envelopment analysis (DEA) (Charnes et al. 1985). Two decades ago, Kamakura, Ratchford, and Agrawal (1988) applied DEA to examine market efficiency and consumer welfare loss. In this review of three new books, my purpose is (1) to provide a background of DEA for marketing scholars and executives and (2) to motivate them with exciting DEA advances for marketing theory and practice.
JEL Classification: M21, M31, G00, G12, L86, M00, M30, M14
Suggested Citation: Suggested Citation