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A balanced scorecard for marketing

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  • António Pimenta Da Gama

Abstract

The development and use of an appropriate set of performance measures is a crucial task in contemporary marketing management, as it not only contributes to better understand current situation and offer guidance for improvement, but also to strengthen accountability. Nevertheless, measuring performance is a lot more than filing tables with numbers and writing reports. Measurement uses numbers, but it is not only or mainly about numbers. It is about perception, understanding and insight, leading to better decisions and results. Based on the balanced scorecard (BSC) principles and on the extant literature on marketing and management, this paper proposes a theory-based, holistic model of marketing performance assessment, showing fundamental metric categories where attention should be focused. Although some integrated frameworks for assessing marketing performance have been presented, this is the first structured effort to model the phenomenon according to BSC philosophy.

Suggested Citation

  • António Pimenta Da Gama, 2017. "A balanced scorecard for marketing," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 18(4), pages 476-494.
    • Handle: RePEc:ids:ijbpma:v:18:y:2017:i:4:p:476-494
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