000			02656nam a2200229 a 4500
020			_a9781138192881
008			160801n 000 0 eng d
245	1	4	_aThe marketing / accounting interface _cedited by Robin Roslender and Richard M.S. Wilson
260			_aLondon : _bRoutledge, _c2016.
505	0		_a1. 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.
300			_ax, 218 p. : _bill. ; _c25 cm.
700			_aRoslender, Robin, _eEdited by
700			_aWilson, Richard M.S., _eEdited by
520			_aWhen 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.
650		7	_aMarketing _2sears
650		7	_aManagement _2sears
490	1		_aKey issues in marketing management
005			20170126101211.0
001			64785
003			UOWD
942			_cREGULAR
999			_c29790 _d29790