APPLICATION OF DATA ENVELOPMENT ANALYSIS IN MARKETING

Öz

In a competitive environment where a customer-focused approach prevails, organizations must allocate resources to their marketing departments. Therefore, it is essential for organizations to use their resources effectively and efficiently by conducting performance evaluations of their marketing departments. The Data Envelopment Analysis (DEA) method is widely recognized for its effectiveness in performance evaluation. This study aims to provide a holistic perspective by examining research conducted using the DEA method within the marketing industry, as indexed in the Web of Science database. The findings align with the sustainability objectives of studies in this field. Through a common entity keyword analysis, topics such as social media, social sharing platforms, advertising, and sustainable education emerge as significant areas of interest. The primary sustainability goal identified in the studies is Industry Innovation and Infrastructure. It can be concluded that current research in this area is closely related to innovation and social media.

Anahtar Kelimeler

• Data Envelopment Analysis
• Efficiency
• Marketing
• Bibliometric Analysis
• Sustainability

PAZARLAMADA VERİ ZARFLAMA ANALİZİNİN UYGULANMASI

Öz

Müşteri odaklı yaklaşımın hakim olduğu rekabetçi bir ortamda, kuruluşların pazarlama departmanlarına kaynak ayırmaları gerekmektedir. Bu nedenle, pazarlama departmanlarının performans değerlendirmeleri yaparak kaynaklarını etkili ve verimli bir şekilde kullanmaları önemlidir. Performans değerlendirmesinde Veri Zarflama Analizi (VZA) yöntemi yaygın olarak kullanılmaktadır. Bu nedenle, mevcut çalışma Web of Science veri tabanında pazarlama sektöründe VZA yöntemi kullanılarak yapılan çalışmaları inceleyerek bütünsel bir bakış açısı sunmayı amaçlamaktadır. Öneriler, ilgili alandaki çalışmaların sürdürülebilirlik hedefleriyle uyumludur. Ortak varlık anahtar kelime analizi sonucunda sosyal medya, sosyal paylaşım platformları, reklamcılık ve sürdürülebilir eğitim konuları dikkat çekmektedir. Çalışmaların en temel sürdürülebilirlik hedefi, sektör inovasyonu ve altyapı olarak belirlenmiştir. İlgili alandaki mevcut çalışmaların inovasyon ve sosyal medya ile ilgili olduğu söylenebilir.

Anahtar Kelimeler

• Veri Zarflama Analizi
• Etkinlik
• Pazarlama
• Bibliyometrik Analiz
• Sürdürülebilirlik

Kaynakça

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