Exploring the Potential of Customer Accounting: A Synthesis of the Accounting and Marketing Literatures

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Author(s)
McManus, Lisa
Guilding, Christopher
Year published
2008
Metadata
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A review of the marketing and accounting literatures has revealed that to date no previous study has examined the intersection of the marketing and accounting literatures pertinent to Customer Accounting (CA). This paper provides a synthesis of these two literatures by exploring the potential of CA. It updates the recent achievements in the CA literature from an accounting perspective and explores the nature of marketing based measures pertaining to customer marketing and management. It appears there is considerable potential for accountants to draw on points of focus raised in the marketing literature to further advance ...
View more >A review of the marketing and accounting literatures has revealed that to date no previous study has examined the intersection of the marketing and accounting literatures pertinent to Customer Accounting (CA). This paper provides a synthesis of these two literatures by exploring the potential of CA. It updates the recent achievements in the CA literature from an accounting perspective and explores the nature of marketing based measures pertaining to customer marketing and management. It appears there is considerable potential for accountants to draw on points of focus raised in the marketing literature to further advance customer focused accounting measures of performance.
View less >
View more >A review of the marketing and accounting literatures has revealed that to date no previous study has examined the intersection of the marketing and accounting literatures pertinent to Customer Accounting (CA). This paper provides a synthesis of these two literatures by exploring the potential of CA. It updates the recent achievements in the CA literature from an accounting perspective and explores the nature of marketing based measures pertaining to customer marketing and management. It appears there is considerable potential for accountants to draw on points of focus raised in the marketing literature to further advance customer focused accounting measures of performance.
View less >
Journal Title
Journal of Marketing Management
Volume
24
Issue
7-8
Copyright Statement
© 2008 Westburn Publishers. Published by Taylor & Francis. This is an electronic version of an article published in the Journal of Marketing Management, Vol. 24(7-8), 2008, pp. 771-795. The Journal of Marketing Management is available online at: http://www.tandfonline.com with the open URL of your article.
Subject
Business and Management
Commercial Services
Marketing