Resumen

PIMENTA DA GAMA, António  y  CASACA, Joaquim. A.. A "STRATEGIC MAP" FOR MARKETING. Innovar [online]. 2020, vol.30, n.77, pp.77-92.  Epub 20-Nov-2020. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n77.87431.

The evaluation of marketing performance has been a major concern for organizations and remains a vital issue in many companies. A central question in this context is how to rigorously conceptualize and operationalize instruments that lead to more holistic and balanced ways of evaluating marketing performance, not only for monitoring and improvement purposes but also for communicating strategies. Unfortunately, despite the existence of an increasing number of individual metrics, studies on the modeling of this phenomenon presented in the literature are scarce. Furthermore, most of these works are not supported empirically. This work develops and tests an integrated marketing performance evaluation model based on the philosophy and principles of the Balanced Scorecard. The data was obtained through a survey completed by 107 Portuguese companies. The results, examined by the structural equation method, confirm the theoretical robustness of the model and suggest its feasibility for evaluating marketing performance. Therefore, this study broadens the under-standing of the subject and provides a tool to guide the selection of a relevant set of indicators for companies to carry out evaluation analysis and strengthen decision-making in the allocation of resources.

Palabras clave : Balanced Scorecard; marketing; metrics; performance; Partial Least Squares (PLS).

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