Real-time Marketing Scorecard as a Benchmarking Tool
Bistra Vassileva ()
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Bistra Vassileva: University of Economics-Varna
from Óbuda University, Keleti Faculty of Business and Management
The main purpose of the paper is to investigate the applicability of real-time marketing scorecard as a benchmarking tool for measuring and driving dynamic marketing performance in service-dominated sectors. Real-time marketing scorecard is a marketing research platform providing real-time data and cross-sectional information about consumers and dynamic marketing performance by products and by markets visualized as an interactive managerial dashboard. It provides 360° picture of the company performance: inside feedback (employee perceptions and motivation-through active employee feedback), outside feedback (customer perceptions and satisfaction-through mexit surveys), process performance (through mystery shopping) as well as serves as a benchmarking tool (by providing benchmark results from the outside feedback).
Keywords: marketing metrics; marketing scorecard; KPIs (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:pkk:meb012:183-192
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