The Marketing / Accounting Interface

ISBN-13: 9781138192881 / Angielski / Miękka / 2016 / 222 str.

Robin Roslender; Richard M. S. Wilson

Opis

When marketing managers and financial managers join forces within any business, the result can often be poor communication on financial criteria and goals. Understanding the marketing/accounting interface is therefore important in generating emergent properties from the interaction of marketers and accountants whereby the whole is greater than the sum of the parts. This book was originally published as a special issue of the Journal of Marketing Management.

Spis treści

1. Introduction: The marketing / accounting interface Robin Roslender & Richard M.S. Wilson  2. The marketing accounting interface – lessons and limitations Baljit K. Sidhu & John H. Roberts  3. Exploring accounting and market orientation: an interfunctional case study Robert M. Inglis  4. The recognition and measurement of brand assets: an exploration of the accounting/marketing interface Nevine El-Tawy & Tony Tollington  5. Assessing marketing performance: don't settle for a silver metric Tim Ambler & John H. Roberts  6. Marketing/accounting synergy: a discussion of its potential and evidence in e-business planning Paul Phillips & Sue Vaux Halliday  7. Exploring the potential of customer accounting: a synthesis of the accounting and marketing literatures Lisa McManus & Chris Guilding  8. Examining the theoretical influences of customer valuation metrics Kenneth Weir  9. Accounting is from Mars, marketing is from Venus: establishing common ground for the concept of customer profitability Robin Gleaves, Jamie Burton, Jan Kitshoff, Ken Bates & Mark Whittington  10. Determining the indirect value of a customer Lynette Ryals  11. The marketing / accounting synergy: a final word but certainly not the last word Robin Roslender & Richard M.S. Wilson

O autorze

Robin Roslender is Professor of Accounting and Finance at the University of Dundee, UK, where he is also Director of Research in the School of Business. He pursues research interests in both mainstream and critical accounting, with most of his contributions in the field of managerial accounting. His work at the marketing/accounting interface dates back to the mid 1990s. Since 2008 he has been the Editor of the Journal of Human Resource Costing and Accounting.

Richard M.S. Wilson is Professor of Business Administration and Financial Management (Emeritus) at Loughborough University, UK. He holds degrees and professional qualifications in both marketing and accounting, has held academic and commercial appointments in each of these subject areas, and has published extensively on their interface as well as in the fields of marketing and accounting more broadly. He is the founding Editor of Accounting Education: an international journal (of which he is currently Editor-in-Chief).