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

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    Author(s)
    McManus, Lisa
    Guilding, Christopher
    Griffith University Author(s)
    McManus, Lisa A.
    Guilding, Christopher J.
    Year published
    2008
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    Abstract
    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 ...
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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 customer focused accounting measures of performance.
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    Journal Title
    Journal of Marketing Management
    Volume
    24
    Issue
    7-8
    DOI
    https://doi.org/10.1362/026725708X345515
    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
    Publication URI
    http://hdl.handle.net/10072/22300
    Collection
    • Journal articles

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