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...
| Main Authors: | , |
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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 |