The use of BSCin the analysis and evaluation of marketing performance

Abstract

The study aims to identify the importance of using the Balanced scorecard for researchers Kaplan et Norton and its impact on analyzing and evaluating the marketing performance of Saidal Company as a model. The independent study variables were: informational analysis of the environment; Strategic and operational analysis, and the dependent variables were financial and non-financial performance indicators.

Important results have been reached in the forefront of which is that the application of the balanced scorecard allows for a medium positive effect when analyzing and evaluating marketing performance, and the study also recommends focusing and paying attention to financial and non-financial performance indicators.