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Data Envelopment Analysis as a Tool to Evaluate Marketing Policy Reliability

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Reliability and Statistical Computing

Part of the book series: Springer Series in Reliability Engineering ((RELIABILITY))

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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.

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Acknowledgements

The article was prepared within the framework of the Basic Research Program at the National Research University Higher School of Economics (HSE) and supported within the framework of a subsidy by the Russian Academic Excellence Project ‘5-100.’

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Authors and Affiliations

  1. International Laboratory for Applied Network Research, National Research University Higher School of Economics, Moscow, Russia

    Zaytsev Dmitry & Kuskova Valentina

Authors
  1. Zaytsev Dmitry
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  2. Kuskova Valentina
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Correspondence to Zaytsev Dmitry .

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Editors and Affiliations

  1. Department of Industrial and Systems Engineering, Rutgers University, Piscataway, NJ, USA

    Hoang Pham

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Dmitry, Z., Valentina, K. (2020). Data Envelopment Analysis as a Tool to Evaluate Marketing Policy Reliability. In: Pham, H. (eds) Reliability and Statistical Computing. Springer Series in Reliability Engineering. Springer, Cham. https://doi.org/10.1007/978-3-030-43412-0_17

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  • DOI: https://doi.org/10.1007/978-3-030-43412-0_17

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-43411-3

  • Online ISBN: 978-3-030-43412-0

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