Divisional advertising efficiency in the consumer car purchase funnel: A network DEA approach
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DOI: 10.1080/01605682.2019.1609886
Abstract: Abstract Previous advertising efficiency studies have neglected the “black box” of the consumer purchase funnel. Thus, this study decomposes advertising efficiency into marketing and sales efficiency to unravel a complicated and multi-stage consumer purchase decision,… read more here.
Keywords: consumer; purchase; advertising efficiency; funnel ... See more keywords