Can You Really Account for Marketing?

Abstract

Firms which evolve good marketing accountancy information systems will have an additional and vital tool with which to manage marketing. It is a developing section concerning the information needed by marketing managers to optimise planning and decision making and to achieve adequate control measures. Marketing accountancy has developed from strategic planning (which caused businesses to review their practices), and pressure from marketing managers who have felt poorly serviced by accountants and who need to defend the small proportion of total expenditure which marketing often represents. New cost classification and better presentation of information will improve the standard of marketing accountancy, as will new information technology.

Citation

Meldrum, M., Ward, K. and Srikanthan, S. (1986), "Can You Really Account for Marketing?", Marketing Intelligence & Planning, Vol. 4 No. 4, pp. 39-45. https://doi.org/10.1108/eb045736