The balanced scorecard approach in evaluating the marketing function
by António Pimenta Da Gama; Joaquim A. Casaca
International Journal of Business Excellence (IJBEX), Vol. 19, No. 2, 2019

Abstract: Evaluating marketing performance and understanding the relationships between its measures is a topic that ranks high in the priorities of both academics and practitioners. Such interest arises from the notion that choosing the right metrics will contribute not only to raise firm performance but also to enhance marketing's credibility. However, most models for evaluating marketing performance that have been presented in the literature are of conceptual nature. This work extends previous contributions on the subject, by modelling and validating empirically the phenomenon according to the balanced scorecard concept. Results, obtained through structural equation modelling (SEM), suggest the suitability of the selected metrics for evaluating the marketing function.

Online publication date: Thu, 12-Sep-2019

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