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- W1500453721 abstract "Purpose This research tries to fill a gap in research and to suggest a rigorous quantitative approach to benchmarking marketing productivity. Data envelopment analysis (DEA) is useful in identifying the best‐performing units to be benchmarked against as well as in providing actionable measures for improvement of a company's marketing performance. Design/methodology/approach This study applied the DEA approach to aid traditional benchmarking activities and to provide guidance to managers, and to evaluate the productivity and efficiency of manufacturing firms listed at the Indonesian Stock Exchange as a result of their marketing activities. The time period observed is 2001‐2007. The total number of manufacturing firms observed is 94. Findings The evidence shows that on average, this industry experienced total productivity decline by over the observation periods, mainly due to deterioration of managerial efficiency. Originality/value The paper compares public listed manufacturing firms in Indonesia." @default.
- W1500453721 created "2016-06-24" @default.
- W1500453721 creator A5031589698 @default.
- W1500453721 date "2010-10-26" @default.
- W1500453721 modified "2023-09-25" @default.
- W1500453721 title "Marketing productivity and profitability of Indonesian public listed manufacturing firms" @default.
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- W1500453721 doi "https://doi.org/10.1108/14635771011089755" @default.
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