Title: A balanced scorecard for marketing

Authors: António Pimenta Da Gama

Addresses: Universidade Europeia, IADE, Laureate International Universities, UNIDCOM/IADE – Unidade de investigação em Design e Comunicação, Av. D. Carlos I, 4, 1200-649 Lisboa, Portugal

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.

Keywords: marketing performance assessment; marketing metrics; balanced scorecard; BSC; marketing strategy; market orientation; marketing resources and capabilities; customer value; financial performance.

DOI: 10.1504/IJBPM.2017.087116

International Journal of Business Performance Management, 2017 Vol.18 No.4, pp.476 - 494

Received: 02 Jan 2016
Accepted: 19 Jul 2016
Published online: 06 Oct 2017 *

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