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The Marketing / Accounting Interface (Hardcover)
Loot Price: R3,984
Discovery Miles 39 840
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The Marketing / Accounting Interface (Hardcover)
Series: Key Issues in Marketing Management
Expected to ship within 12 - 17 working days
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When marketing managers and financial managers join forces within
any business, the result can often be poor communication on
financial criteria and goals. The risk of this situation occurring
is inevitably present when those with different professional
backgrounds and roles are working in accordance with their own
norms. In his seminal 1956 paper on general systems theory, the
economist Kenneth Boulding referred to the phenomenon of
"specialised ears and generalised deafness", which can be seen to
exist when marketing managers are financially illiterate or when
financial managers lack the necessary insights to design, implement
and operate accounting systems which are useful to marketing
managers in carrying out their roles. It is increasingly difficult
to attach credence to the idea of marketing managers who lack
financial skills, or financial managers who fail to relate to the
context in which marketing managers operate. 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.
The chapters in this volume seek to address this challenge. This
book was originally published as a special issue of the Journal of
Marketing Management.
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