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ACCOUNTING FOR MARKETING COSTS

Donald Macintyre (Donald Macintyre is Assistant Professor of Marketing)
Sherman Hayes (Sherman Hayes is Library Director, Bentley College, Waltham, Mass.)

The Bottom Line

ISSN: 0888-045X

Publication date: 1 January 1990

Abstract

Marketing? What marketing? Accounting? Isn't keeping up with the budget a big enough headache? We can almost hear your groans. Marketing is a significant part of most corporate budgets and resource allocations. It is particularly important for service organizations such as libraries, but the terminology hasn't been used until recently. Current library literature shows more librarians addressing the need for marketing in all its facets. However, still missing from most studies for nonprofit institutions are cost accounting models and methods to track all relevant marketing costs.

Citation

Macintyre, D. and Hayes, S. (1990), "ACCOUNTING FOR MARKETING COSTS", The Bottom Line, Vol. 3 No. 1, pp. 31-34. https://doi.org/10.1108/eb025213

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Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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