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 ...

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 ...

Kaplan, Robert S., and David P. Norton. The Balanced Scorecard: Translating Strategy into Action. Boston: Harvard Business School Press, 1996. (Nominated for Financial Times/ Booz-Allen & Hamilton ...

The balanced scorecard allows hotel leaders to gauge progress toward strategic objectives in a well-rounded manner. Scorecards have financial and non-financial metrics that measure performance ...