Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency d...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Faculty of Economics and Management, Universiti Putra Malaysia
2012
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| Online Access: | http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf http://psasir.upm.edu.my/id/eprint/51309/ |
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