Efficiency and effectiveness of marketing in Kuala Lumpur's hotels

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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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Bibliographic Details
Main Authors:	Rahmati, Elham, Abdul Jalil, Suhaila
Format:	Conference or Workshop Item
Language:	English
Published:	Faculty of Economics and Management, Universiti Putra Malaysia 2012
Online Access:	http://psasir.upm.edu.my/id/eprint/51309/ http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf

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