The Marketing Accountant in Industry

Abstract

Examines how potential conflicts can arise from differing evaluative criteria used by specialists of the marketing and finance functions in industry. Focuses on evaluating why marketing accountants in industry have become increasingly commonplace, and the benefits marketing accountants have brought to business operations. Lists six benefits with regard to marketing accountants and discusses these in detail. Weighs up, in conclusion, that marketing accountants provide an improved financial base on which marketing decisions can be examined, particularly with regard to decisions on new product development. States that the marketing accountant, through the provision of relevant and timely data, is starting to ensure such feelings and misconceptions are becoming less commonplace.

Citation

Moss, C.D. (1986), "The Marketing Accountant in Industry", European Journal of Marketing, Vol. 20 No. 1, pp. 95-103. https://doi.org/10.1108/EUM0000000004631