Benchmarking marketing productivity using data envelopment analysis

Article Abstract:

Data envelopment analysis (DEA) can be used to aid traditional benchmarking activities and to provide guidance to managers in benchmarking marketing productivity. The strength and weaknesses of DEA that helps in identifying the best-performing peer group and sets benchmarking goals are demonstrated using actual retail data.

Analysis, Data envelopment analysis, Benchmarks, Benchmarking, Benchmark

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eWOM: the impact of customer - to - customer online know - how exchange on customer value and loyalty

Article Abstract:

Impact of word of mouth communication through electronic media on customer intentions and value of purchasing are discussed. Effect of exchange of know-how among customers on customer perceptions and repurchase intentions are presented.

General services, Science & research, Research, Company systems management, Information management, Customer loyalty, Email marketing, Word of mouth marketing

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Using the technology acceptance model to explain how attitudes determine Internet usage: the role of perceived access barriers and demographics

Article Abstract:

Influence of income, education, age and race factors on consumer's attitude toward Internet use, using technology acceptance model, is analyzed.

On-Line Information Services, Videotex & Teletext, Telegraph & other communications, Public affairs, Consumer Behavior, Social aspects, Usage, Online services, Internet services, Demographic aspects, Technology and civilization, Technology and society, Cable television/data services, Demography, Consumer behaviour

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