| 测算企业营销能力的二次相对评价法 |
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| 引用本文： | 张苗.测算企业营销能力的二次相对评价法[J].南京财经大学学报,2006(5):73-76. |
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| 作者姓名： | 张苗 |
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| 作者单位： | 沈阳电视台广告部 辽宁沈阳110032 |
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| 摘 要： | 随着营销重要性的日益显现,营销能力成为研究的热点。本文在区分营销能力跟营销实力的基础上,结合二次相对评价方法,提出了基于DEA模型的营销能力的评价方法,在营销业绩的动态变化中测算营销能力。
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| 关 键 词： | DEA模型 二次相对评价 营销能力 |
| 文章编号： | 1672-6049（2006）05-0073-04 |
| 收稿时间： | 2006-06-15 |
The Binary Relative Evaluation Approach in Measuring the Marketing Ability of Enterprises |
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| ZHANG Miao.The Binary Relative Evaluation Approach in Measuring the Marketing Ability of Enterprises[J].Journal of Nanjing University of Finance and Economics,2006(5):73-76. |
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| Authors: | ZHANG Miao |
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| Institution: | Department of Advertisement, Shenyang TV Station, Shenyang 110032, China |
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| Abstract: | With the increasingly importance of marketing the marketing ability has been focused in research.Combined with the binary relative evaluation approach we distinguish the marketing strength and the marketing ability.We also present a new approach,based on the DEA model,to evaluate the marketing ability according to the dynamic change of marketing performance. |
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| Keywords: | DEA Model the binary relative evaluation approach Marketing ability |
| 本文献已被 CNKI 维普 等数据库收录！ |
