Configuring performance measurement scorecards for Crm

Klaus-Peter Wiedmann and Holger Buxel

Micro & Macro Marketing, 2009, issue 3, 417-440

Abstract: Scorecards are a concept for structuring systems of key figures and the anchoring of such systems in the reporting system of the enterprise. Recently such performance measurement systems are increasingly being discussed in academia and in practice as a basis for the development and implementation of holistic Crm concepts. The present paper sketches the concept of the customer management scorecard for Crm and its primary configuration possibilities.

Keywords: Performance measurement; Crm; scorecards; marketing controlling (search for similar items in EconPapers)
Date: 2009
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