Economics at your fingertips  

Real-time Marketing Scorecard as a Benchmarking Tool

Bistra Vassileva ()
Additional contact information
Bistra Vassileva: University of Economics-Varna

from Óbuda University, Keleti Faculty of Business and Management

Abstract: 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)
Date: 2012
ISBN: 9786155018329
References: View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (application/pdf)

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:

Access Statistics for this chapter

More chapters in Proceedings- 10th International Conference on Mangement, Enterprise and Benchmarking (MEB 2012) from Óbuda University, Keleti Faculty of Business and Management Contact information at EDIRC.
Bibliographic data for series maintained by Alexandra Vécsey (). This e-mail address is bad, please contact .

Page updated 2020-03-06
Handle: RePEc:pkk:meb012:183-192