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 ...

Building a scorecard can help managers link today’s actions with tomorrow’s goals. by Robert S. Kaplan and David P. Norton As companies around the world transform themselves for competition that is ...