The Balanced Scorecard and its Application to the Marketing Function
This paper looks at Robert Kaplan and David Norton’s framework of the Balanced Scorecard (BSC) and strategy maps and their application to measuring performance at the level of the marketing business unit. It will begin by looking at the model itself and how it has evolved from solely being a perform...
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| Format: | Others |
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Scholarship @ Claremont
2015
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| Online Access: | http://scholarship.claremont.edu/cmc_theses/1091 http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2234&context=cmc_theses |