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Exploring the potential of customer accounting: A synthesis of the accounting and marketing literatures

journal contribution
posted on 2023-05-20, 02:36 authored by McManus, L, Guilding, C
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.

History

Publication title

Journal of Marketing Management

Volume

24

Issue

7-8

Pagination

771-795

ISSN

0267-257X

Department/School

TSBE

Publisher

Routledge

Place of publication

United Kingdom

Rights statement

Copyright 2008 Westburn Publishers Ltd.

Repository Status

  • Restricted

Socio-economic Objectives

Marketing