No matter how much we advocate the science of marketing, its art has not disappeared. Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the ...

Kaplan, Robert S., and David Norton. "Why Does Business Need a Balanced Scorecard? Part I." Journal of Strategic Performance Measurement (February/March 1997): 5–11.

Kaplan, Robert S., and Monica Nah Lee. "Fulton County School System: Implementing the Balanced Scorecard." Harvard Business School Case 107-029, January 2007. (Revised August 2007.) ...