Marketing / Accounting Interface

Name: Marketing / Accounting Interface
Brand: Taylor & Francis Ltd
SKU: 9781138192881
Price: 1593 CZK
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Autor: Richard M.S. Wilson, Robin Roslender

Jazyk:

Vazba: Brožovaná

Vydavatel: Taylor & Francis Ltd

Dostupnost: 50 % šance

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When marketing managers and financial managers join forces within any business, the result can often...

Informace o knize

Autor

Richard M.S. Wilson, Robin Roslender

Jazyk

Angličtina

Vazba

Kniha - Brožovaná

Vydáno

2016

Stránek

232

EAN

9781138192881

ISBN

9781138192881

Enbook ID

10058021

Vydavatel

Taylor & Francis Ltd

Hmotnost

430

Rozměry

174 x 246

Kompletní popis

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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