No matter how much we advocate the science of marketing, its art has not disappeared. Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the ...

Businesses establish a balanced scorecard to align all their company activities. This type of performance management framework adds non-financial measures to traditional financial metrics and gives ...

Ongoing performance evaluations are just as important as the initial vetting process whenever a small business partners with an external marketing agency. A balanced scorecard approach to performance ...