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Journal
of Marketing Research Book Review
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Xueming
Luo; Donthu, Naveen; Gardner, Meryl P.; Krishnamurthy, Sandeep; Noble,
Stephanie
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Journal
of Marketing Research (JMR), Aug2004, Vol. 41 Issue 3, p365, 4
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…
Zhu's Quantitative Models is the most comprehensive, but unfortunately
it also
is the most expensive. This book is truly managerially oriented. It is
not
difficult for executives to find that the far-reaching topics and
down-to-earth
applications are readily applicable to marketing phenomena. Zhu's
simple
approach of using Microsoft Excel 97 or later versions rather than
sophisticated modeling programs makes it convenient for managers to
apply DEA
models in benchmarking (though this approach could be laborious and
lengthy
with a large sample size). Other topics addressed include the value
chain
efficiency (Chap. 8), context-dependent relative attractiveness (Chap.
6), and
congestion measures (Chap. 9), all of which Zhu and his mentor Lawrence
M.
Seiford originally developed and have published in their coauthored
journal
articles. Quantitative Models comes with DEA Excel Solver software,
which is
preprogrammed with a wide variety of DEA models.
… whereas
Zhu tends to emphasize traditional DEA models with truly innovative
interpretations and manipulations.
Zhu's DEA
models for the evaluation of value chains are critical to the
understanding of
the efficiency of a supply chain system (including suppliers,
manufactures,
retailers) in business-to-business marketing.
Marketing
researchers who are interested in mediated and moderated relationships
may also
find Zhu's work on the multistage DEA (identifying possible mediating
results)
and context-dependent DEA (identifying possible moderating results)
intriguing
and, conceivably, breathtaking.
Zhu's
books would be excellent choices for doctoral marketing-modeling class
participants and experienced marketing researchers.
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