Marketing Channels : explained
I need help with these questions that were taken from these journal articles.
Valos, Michael J. and Andrea Vocino (2006). An integrative marketing channel performance measurement framework. Journal of Database Marketing & Customer Strategy Management, Vol. 14 Issue 1, p17-28.
Kaplan, Robert S. and David P. Norton (2007). Using the Balanced Scorecard as a Strategic Management System. Harvard Business Review, Vol. 85 Issue 7/8, p150-161.
Kaplan, Robert S. and David P. Norton (2000) Having Trouble with Your Strategy? Then Map It. Vol. 78 Issue 5, p167-176.
1. Fifteen years ago, Kaplan and Norton proposed the balanced scorecard for performance metrics. In your opinion, is the balanced scorecard still a valid approach? Why or why not? How do customer relationships fit into the scorecard?
2. What is a strategy map? Why is that so important? How do you create a differentiated strategy? Can you give an example?
3. Valos and Vocino claim that traditional marketing implementation approaches have failed. Do you agree? Why or why not? How does channel performance measurement provide opportunities to marketing mangers?