Skip to main content

The marketing / accounting synergy: a final word but certainly not the last word

Buy Article:

$53.17 plus tax (Refund Policy)


In this closing essay we take the opportunity to briefly recount our understanding of the history of work at the marketing/accounting interface, and equally briefly to review its current state as evidenced by the various contributions to this collection. While agreeing the importance of focusing increased attention on the customer, the accounting perspective that promises to be of greatest utility in this process is that of managerial accounting. The prospects for any breakthrough via the continued employment of a predominantly financial accounting and reporting emphasis are argued to be limited, whilst the current vogue for its near neighbour, a finance emphasis, seems to us to be in fundamental contradiction of what characterises customers.

Document Type: Research Article


Publication date: September 1, 2008

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more