Scorecards and more: the value is in how you use them

Article Abstract:

Marketing metrics scorecards are very crucial for business performance measurement. But in order to attain maximum benefits marketers are bound to know the benefits and limitations in the usage of these scorecards. Marketers should be cautious so that they do not allow scorecards remain an end in themselves but rather become a means for organizational development.

Organizational effectiveness

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The right metrics

Article Abstract:

To keep track of the business progress one should have a proper assessment of the return on marketing investment. Methods to measure these investment returns in different marketing situations for an effective decision making, are evaluated.

Marketing Management, Administration of Marketing, Return on investment, Rate of return

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Segmentation value chain

Article Abstract:

The role and importance of segmentation in marketing is discussed. Strategies for successful implementation of segmentation are presented.

Analysis, Market segmentation

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