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Real-time Marketing Scorecard as a Benchmarking Tool

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  • Bistra Vassileva

    ()
    (University of Economics-Varna)

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    Abstract

    The main purpose of the paper is to investigate the applicability of real-time marketing scorecard as a benchmarking tool for measuring and driving dynamic marketing performance in service-dominated sectors. Real-time marketing scorecard is a marketing research platform providing real-time data and cross-sectional information about consumers and dynamic marketing performance by products and by markets visualized as an interactive managerial dashboard. It provides 360° picture of the company performance: inside feedback (employee perceptions and motivation-through active employee feedback), outside feedback (customer perceptions and satisfaction-through mexit surveys), process performance (through mystery shopping) as well as serves as a benchmarking tool (by providing benchmark results from the outside feedback).

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    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/13_Bistra%20Vassileva.pdf
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    Bibliographic Info

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    This chapter was published in: György Kadocsa (ed.) , , pages 183-192, 2012.

    This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings- 10th International Conference on Mangement, Enterprise and Benchmarking (MEB 2012) with number 183-192.

    Handle: RePEc:pkk:meb012:183-192

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    Keywords: marketing metrics; marketing scorecard; KPIs;

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