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| Author: | Athanassopoulos, A. |
| Title: | Optimization models for assessing marketing efficiency in multi-branch organizations |
| Journal: | International Review of Retail, Distribution and Consumer Research
1998 : OCT, VOL. 8:4, p. 415-444 |
| Index terms: | RETAILING DISTRIBUTION MODELS |
| Language: | eng |
| Abstract: | In this paper an analytical model is proposed, namely data envelopment analysis, for assessing marketing efficiency in multi-branch retail organizations. Different marketing efficiency yardsticks are proposed to match the multi-level nature of management in these organizations. These are aggregate marketing efficiency concerning the central management of the organization, site-specific marketing efficiency concerning local management and improved scale-size targets concerning the alteration of certain aspects of the marketing mix of individual outlets in order to improve the overall performance of the organization. |
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