Using the Balanced Scorecard to Measure the 4P’s

2021-10-29T11:35:56+01:00

Kaplan and Norton describe the Balanced Scorecard as a strategic management system emphasising that financial and non-financial measures must be part of the information system at all levels. This requires the balanced scorecard to be cascaded down from the highest levels of the organisation to the tactical and operational levels across all activities - including the marketing mix. This is [...]