APPLICATION OF DATA ENVELOPMENT ANALYSIS IN MARKETING

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.