Research Article
Year 2025,
Issue: 15, 23 - 28, 30.06.2025
Abstract
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.
References
- Ahmad, A. M., and Nana Khurizan, N. S. (2024). Data Envelopment Analysis and Higher Education: A Systematic Review of the 2018–2022 Literature and Bibliometric Analysis of the Past 30 Years of Literature. Sage Open, 14(3). https://doi.org/10.1177/21582440241271153
- Altunışık, R., Özdemir, Ş. and Torlak Ö. (2012). Modern Marketing. Istanbul, Değişim Yayınları.
- Boakye, K., Lee, Y-F., Annor, F.F., Dadzie, S.K.N., Salifu, I. (2024). Data Envelopment Analysis (DEA) to Estimate Technical and Scale Efficiencies of Smallholder Pineapple Farmers in Ghana. Agriculture, 14(7), https://doi.org/10.3390/agriculture14071032
- Cenger, H., and Poyraz, E. (2019). The relationship between the relative efficiency (DEA) levels of companies and their marketing intensity: A field research in BIST. OPUS International Journal of Society Researches, 11(18), 402-423.
- Charnes, A., Cooper, W. W., & Rhodes, E. (1978). Measuring the efficiency of decision-making units. European journal of operational research, 2(6), 429-444.
- Chandra, P., Cooper, W. W., Li, S., & Rahman, A. (1998). Using DEA to evaluate 29 Canadian textile companies—considering returns to scale. International Journal of Production Economics, 54(2), 129-141.
- Cikovic, K.T., Martincevic, I., Lozic, J. (2022). Application of Data Envelopment Analysis (DEA) in the Selection of Sustainable Suppliers: A Review and Bibliometric Analysis. Sustainability, 14(11), https://doi.org/10.3390/su14116672
- Cook, W. D., & Seiford, L. M. (2009). Data envelopment analysis (DEA)–Thirty years on. European journal of operational research, 192(1), 1-17.
- Çitak, L. (2015). The impact of marketing investments on financial performance and evaluation of the effectiveness of Borsa Istanbul SME industry index companies. Journal of Erciyes University Faculty of Economics and Administrative Sciences, (45), 49-68.
- Doğan, N. Ö., and Ersoy, Y. (2018). Efficiency measurement in accommodation establishments with data envelopment analysis: The example of Yozgat province. Mukaddime, 9(2), 119-134.
- Emrouznejad A., Yang G. (2018). A survey and analysis of the first 40 years of scholarly literature in DEA: 1978–2016, Socio-Economic Planning Sciences, 61: 4–8. https://doi.org/10.1016/j.seps.2017.01.008
- Erciş, M. S. (2009). Marketing-oriented service performance measurement with data envelopment analysis method in public education centers and an application in the Eastern Anatolia region. Atatürk University Journal of Social Sciences Institute, 13(2), 321-329.
- Ersoy, Y. (2021). Performance Evaluation of Airports During the COVID-19 Pandemic. The Polish Journal of Economics, 4(308), 23-53, https://doi.org/10.33119/GN/143335
- Ersoy, T.H. and Küsbeci, P. (2023). Performance Evaluation of Public Hospitals with Data Envelopment Analysis (DEA) Method. The Journal of International Scientific Researches, 8(3), 333-351. https://doi.org/10.23834/isrjournal.1328311
- Ersoy, Y. and Tehci, A. (2023). Efficiency Evaluation of Energy Companies with Data Envelopment Analysis. The Journal of International Scientific Researches, 8(3), 360-366. https://doi.org/10.23834/isrjournal.1331147
- Ersoy, Y. and Tehci, A. (2024). Efficiency Measurement in Construction Sector Using Data Envelopment Analysis Method. Dumlupınar University Journal of FEAS, 13, 44-50. https://doi.org/10.58627/dpuiibf.1489173
- Ersoy, Y., and Tehci, A. (2020). Logistics Marketing: Efficiency measurement with data envelopment analysis in businesses operating in the field of logistics services. The Journal of International Scientific Researches, 5(1), 1-9.
- Farrell, M. J. (1957). The measurement of productive efficiency. Journal of the royal statistical society: series A (General), 120(3), 253-281.
- Gedik, A., Koçarslan, H., and Karaer, M. (2017). Measuring the effectiveness of ISO 500 enterprises with the Malmquist-TFP index: The example of the automotive industry. International Journal of Social and Humanities Sciences Research (JSHSR), 4(15), 1917-1923.
- Halim, R. (2010). Marketing productivity and profitability of Indonesian public listed manufacturing firms: an application of data envelopment analysis (DEA). Benchmarking: An International Journal, 17(6), 842-857.
- Hassan Shah, W.U., Zhu, N., Hao, G., Yan, H., Yasmeen, R. (2024). Energy efficiency evaluation, technology gap ratio, and determinants of energy productivity change in developed and developing G20 economies: DEA super-SBM and MLI approaches. Gondwana Research, 125, 70-81. https://doi.org/10.1016/j.gr.2023.07.017
- İmren Karaosmanoğlu, E. A., Baghirov, A, Selamzade, F., Pıtera, R. and Gasimova, Y. (2023). Comparison of The Efficient Of Domestic And Foreign Banks With Data Envelopment Analysis: In The Case Of The Poland Banking System (2016-2022 Period). InTraders International Trade Academic Journal, 6 (1), 75-96. https://doi.org/10.55065/intraders.1327475
- Kolahdoozi, L., Matin, R.Z., Tohidi, G., Razavyan, S. (2024). Advancing group efficiency evaluation in DEA with negative data: an empirical application in the banking industry. Rairo Operation Research, 58(3), 2525-2541. https://doi.org/10.1051/ro/2024089
- Maral, M. (2024). Bibliometric Analysis on Efficiency in Education. Revista de Educacion, 73-113. https://doi.org/10.4438/1988-592X-RE-2024-406-639
- Okursoy, A. and Özdemir. M. (2015). Cluster Analysis Approach for A Non-Homogeneous DMU’s Problem in DEA. Ege Academic Review, 15(1), 81-90.
- Peykani, P., Farzipoor Saen, R., Seyed Esmaeili, F. S.,and Gheidar-Kheljani, J. (2021). Window data envelopment analysis approach: A review and bibliometric analysis. Expert Systems, 38(7), e12721. https://doi.org/10.1111/exsy.12721
- Rella, A., Rubino, M., Raimo, N., and Vitolla, F. (2024). Does the digitalization of municipalities affect the efficiency of universities? An Italian case study using DEA and Malmquist index approaches. Technology in Society, 77, 102506.
- Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of marketing, 68(4), 76-89.
- Sehil, C., and Tepeli, Y. (2024). Evaluation of the Efficiencies of BIST Technology Companies with Data Envelopment Analysis. JOEEP: Journal of Emerging Economies and Policy, 9(1), 101-111.
- Selamzade, F., and Baghirov, A. (2022a). Measuring the Efficiency of the Azerbaijan Banking System with Data Envelopment Analysis 2015-2019. Journal of Social Sciences of Mus Alparslan University, 10(1), 119–137. https://doi.org/10.18506/anemon.888731
- Selamzade, F., and Baghirov, A. (2022b). Investigation of Efficiency Change in the Health System of the Russian Fedaration. TURAN-SAM, 14(ISCEMR Özel Sayısı), 442-449.
- Selamzade, F., Ersoy, Y., Ozdemir, Y., Celik, M.Y. (2023). Health Efficiency Measurement of OECD Countries Against the COVID-19 Pandemic by Using DEA and MCDM Methods, Arabian Journal for Science and Engineering, 48, 15695-15712. https://doi.org/10.1007/s13369-023-08114-y
- Sıcakyüz, Ç. (2023). Bibliometric Analysis of Data Envelopment Analysis in Supply Chain Management, Journal of Operational and Strategic Analytics, 1(1),14- 24.https://doi.org/10.56578/josa010103
- Tek, O. B. (2013). Marketing function and logistics revisited: a revised dual sub-functional model approach. Logistics and Transport, 18, 51-66.
- Tripathy, P., Jena, P.K., Mishra, B.J. (2024). Systematic literature review and bibliometric analysis of energy efficiency. Renewable and Sustainable Energy Reviews, 200. https://doi.org/10.1016/j.rser.2024.114583
- Van Eck, N., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. scientometrics, 84(2), 523-538.
- Yu, M.-M. and Rakshit, I. (2025), An alternative assessment approach to global logistics performance evaluation: Common weight H-DEA approach. International. Transactions in Operational. Research., 32: 839-862. https://doi.org/10.1111/itor.13360
- Yu, D. and He, X. (2020). A bibliometric study for DEA applied to energy efficiency: Trends and future, challenges. Applied Energy, 268, 1-14. https://doi.org/10.1016/j.apenergy.2020.115048
- Zubir MZ, Noor AA, Mohd Rizal AM, Harith AA, Abas MI, Zakaria, Z., Bakar, A.F.A. (2024) Approach in inputs & outputs selection of Data Envelopment Analysis (DEA) efficiency measurement in hospitals: A systematic review. PLOS ONE 19(8): e0293694. https://doi.org/10.1371/journal.pone.0293694
Year 2025,
Issue: 15, 23 - 28, 30.06.2025
Abstract
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.
References
- Ahmad, A. M., and Nana Khurizan, N. S. (2024). Data Envelopment Analysis and Higher Education: A Systematic Review of the 2018–2022 Literature and Bibliometric Analysis of the Past 30 Years of Literature. Sage Open, 14(3). https://doi.org/10.1177/21582440241271153
- Altunışık, R., Özdemir, Ş. and Torlak Ö. (2012). Modern Marketing. Istanbul, Değişim Yayınları.
- Boakye, K., Lee, Y-F., Annor, F.F., Dadzie, S.K.N., Salifu, I. (2024). Data Envelopment Analysis (DEA) to Estimate Technical and Scale Efficiencies of Smallholder Pineapple Farmers in Ghana. Agriculture, 14(7), https://doi.org/10.3390/agriculture14071032
- Cenger, H., and Poyraz, E. (2019). The relationship between the relative efficiency (DEA) levels of companies and their marketing intensity: A field research in BIST. OPUS International Journal of Society Researches, 11(18), 402-423.
- Charnes, A., Cooper, W. W., & Rhodes, E. (1978). Measuring the efficiency of decision-making units. European journal of operational research, 2(6), 429-444.
- Chandra, P., Cooper, W. W., Li, S., & Rahman, A. (1998). Using DEA to evaluate 29 Canadian textile companies—considering returns to scale. International Journal of Production Economics, 54(2), 129-141.
- Cikovic, K.T., Martincevic, I., Lozic, J. (2022). Application of Data Envelopment Analysis (DEA) in the Selection of Sustainable Suppliers: A Review and Bibliometric Analysis. Sustainability, 14(11), https://doi.org/10.3390/su14116672
- Cook, W. D., & Seiford, L. M. (2009). Data envelopment analysis (DEA)–Thirty years on. European journal of operational research, 192(1), 1-17.
- Çitak, L. (2015). The impact of marketing investments on financial performance and evaluation of the effectiveness of Borsa Istanbul SME industry index companies. Journal of Erciyes University Faculty of Economics and Administrative Sciences, (45), 49-68.
- Doğan, N. Ö., and Ersoy, Y. (2018). Efficiency measurement in accommodation establishments with data envelopment analysis: The example of Yozgat province. Mukaddime, 9(2), 119-134.
- Emrouznejad A., Yang G. (2018). A survey and analysis of the first 40 years of scholarly literature in DEA: 1978–2016, Socio-Economic Planning Sciences, 61: 4–8. https://doi.org/10.1016/j.seps.2017.01.008
- Erciş, M. S. (2009). Marketing-oriented service performance measurement with data envelopment analysis method in public education centers and an application in the Eastern Anatolia region. Atatürk University Journal of Social Sciences Institute, 13(2), 321-329.
- Ersoy, Y. (2021). Performance Evaluation of Airports During the COVID-19 Pandemic. The Polish Journal of Economics, 4(308), 23-53, https://doi.org/10.33119/GN/143335
- Ersoy, T.H. and Küsbeci, P. (2023). Performance Evaluation of Public Hospitals with Data Envelopment Analysis (DEA) Method. The Journal of International Scientific Researches, 8(3), 333-351. https://doi.org/10.23834/isrjournal.1328311
- Ersoy, Y. and Tehci, A. (2023). Efficiency Evaluation of Energy Companies with Data Envelopment Analysis. The Journal of International Scientific Researches, 8(3), 360-366. https://doi.org/10.23834/isrjournal.1331147
- Ersoy, Y. and Tehci, A. (2024). Efficiency Measurement in Construction Sector Using Data Envelopment Analysis Method. Dumlupınar University Journal of FEAS, 13, 44-50. https://doi.org/10.58627/dpuiibf.1489173
- Ersoy, Y., and Tehci, A. (2020). Logistics Marketing: Efficiency measurement with data envelopment analysis in businesses operating in the field of logistics services. The Journal of International Scientific Researches, 5(1), 1-9.
- Farrell, M. J. (1957). The measurement of productive efficiency. Journal of the royal statistical society: series A (General), 120(3), 253-281.
- Gedik, A., Koçarslan, H., and Karaer, M. (2017). Measuring the effectiveness of ISO 500 enterprises with the Malmquist-TFP index: The example of the automotive industry. International Journal of Social and Humanities Sciences Research (JSHSR), 4(15), 1917-1923.
- Halim, R. (2010). Marketing productivity and profitability of Indonesian public listed manufacturing firms: an application of data envelopment analysis (DEA). Benchmarking: An International Journal, 17(6), 842-857.
- Hassan Shah, W.U., Zhu, N., Hao, G., Yan, H., Yasmeen, R. (2024). Energy efficiency evaluation, technology gap ratio, and determinants of energy productivity change in developed and developing G20 economies: DEA super-SBM and MLI approaches. Gondwana Research, 125, 70-81. https://doi.org/10.1016/j.gr.2023.07.017
- İmren Karaosmanoğlu, E. A., Baghirov, A, Selamzade, F., Pıtera, R. and Gasimova, Y. (2023). Comparison of The Efficient Of Domestic And Foreign Banks With Data Envelopment Analysis: In The Case Of The Poland Banking System (2016-2022 Period). InTraders International Trade Academic Journal, 6 (1), 75-96. https://doi.org/10.55065/intraders.1327475
- Kolahdoozi, L., Matin, R.Z., Tohidi, G., Razavyan, S. (2024). Advancing group efficiency evaluation in DEA with negative data: an empirical application in the banking industry. Rairo Operation Research, 58(3), 2525-2541. https://doi.org/10.1051/ro/2024089
- Maral, M. (2024). Bibliometric Analysis on Efficiency in Education. Revista de Educacion, 73-113. https://doi.org/10.4438/1988-592X-RE-2024-406-639
- Okursoy, A. and Özdemir. M. (2015). Cluster Analysis Approach for A Non-Homogeneous DMU’s Problem in DEA. Ege Academic Review, 15(1), 81-90.
- Peykani, P., Farzipoor Saen, R., Seyed Esmaeili, F. S.,and Gheidar-Kheljani, J. (2021). Window data envelopment analysis approach: A review and bibliometric analysis. Expert Systems, 38(7), e12721. https://doi.org/10.1111/exsy.12721
- Rella, A., Rubino, M., Raimo, N., and Vitolla, F. (2024). Does the digitalization of municipalities affect the efficiency of universities? An Italian case study using DEA and Malmquist index approaches. Technology in Society, 77, 102506.
- Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of marketing, 68(4), 76-89.
- Sehil, C., and Tepeli, Y. (2024). Evaluation of the Efficiencies of BIST Technology Companies with Data Envelopment Analysis. JOEEP: Journal of Emerging Economies and Policy, 9(1), 101-111.
- Selamzade, F., and Baghirov, A. (2022a). Measuring the Efficiency of the Azerbaijan Banking System with Data Envelopment Analysis 2015-2019. Journal of Social Sciences of Mus Alparslan University, 10(1), 119–137. https://doi.org/10.18506/anemon.888731
- Selamzade, F., and Baghirov, A. (2022b). Investigation of Efficiency Change in the Health System of the Russian Fedaration. TURAN-SAM, 14(ISCEMR Özel Sayısı), 442-449.
- Selamzade, F., Ersoy, Y., Ozdemir, Y., Celik, M.Y. (2023). Health Efficiency Measurement of OECD Countries Against the COVID-19 Pandemic by Using DEA and MCDM Methods, Arabian Journal for Science and Engineering, 48, 15695-15712. https://doi.org/10.1007/s13369-023-08114-y
- Sıcakyüz, Ç. (2023). Bibliometric Analysis of Data Envelopment Analysis in Supply Chain Management, Journal of Operational and Strategic Analytics, 1(1),14- 24.https://doi.org/10.56578/josa010103
- Tek, O. B. (2013). Marketing function and logistics revisited: a revised dual sub-functional model approach. Logistics and Transport, 18, 51-66.
- Tripathy, P., Jena, P.K., Mishra, B.J. (2024). Systematic literature review and bibliometric analysis of energy efficiency. Renewable and Sustainable Energy Reviews, 200. https://doi.org/10.1016/j.rser.2024.114583
- Van Eck, N., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. scientometrics, 84(2), 523-538.
- Yu, M.-M. and Rakshit, I. (2025), An alternative assessment approach to global logistics performance evaluation: Common weight H-DEA approach. International. Transactions in Operational. Research., 32: 839-862. https://doi.org/10.1111/itor.13360
- Yu, D. and He, X. (2020). A bibliometric study for DEA applied to energy efficiency: Trends and future, challenges. Applied Energy, 268, 1-14. https://doi.org/10.1016/j.apenergy.2020.115048
- Zubir MZ, Noor AA, Mohd Rizal AM, Harith AA, Abas MI, Zakaria, Z., Bakar, A.F.A. (2024) Approach in inputs & outputs selection of Data Envelopment Analysis (DEA) efficiency measurement in hospitals: A systematic review. PLOS ONE 19(8): e0293694. https://doi.org/10.1371/journal.pone.0293694
There are 39 citations in total.
Details
| Primary Language | English |
|---|---|
| Subjects | Digital Marketing, Industrial Marketing, Marketing (Other), Operation Strategy, Sustainable Operation Management |
| Journal Section | Research Articles |
| Authors | |
| Early Pub Date | June 30, 2025 |
| Publication Date | June 30, 2025 |
| Submission Date | February 3, 2025 |
| Acceptance Date | June 4, 2025 |
| Published in Issue | Year 2025 Issue: 15 |
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