Real-time Marketing Scorecard as a Benchmarking Tool
AbstractThe 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).
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
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.
marketing metrics; marketing scorecard; KPIs;
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandra Vécsey).
If references are entirely missing, you can add them using this form.