Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
This study employs a separate two-stage DEA model to measure marketing efficiency and marketing effectiveness of three- to fivestar hotels in Kuala Lumpur for the period between 2004 and 2010. The results indicate those hotels with lower number of stars face less technical problems in transforming t...
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Main Authors: | Rahmati, Elham, Abdul Jalil, Suhaila |
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Format: | Article |
Language: | English |
Published: |
Faculty of Economics and Management, Universiti Putra Malaysia
2014
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Online Access: | http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf http://psasir.upm.edu.my/id/eprint/39511/ http://econ.upm.edu.my/ijem/vol8_no1.htm |
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