The balanced scorecard approach in evaluating the marketing function

António Pimenta Da Gama and Joaquim A. Casaca

International Journal of Business Excellence, 2019, vol. 19, issue 2, 267-284

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.

Keywords: marketing; performance; metrics; balanced scorecard; partial least squares; PLS. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=102239 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:19:y:2019:i:2:p:267-284

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().