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 ...

The balanced scorecard is an analytical tool business leaders use to gauge organizational performance and refine long-term plans. Most scorecards have categories containing strategic and operational ...