| Author: | Oldroyd, D. |
| Title: | Accounting and marketing rationale: the juxtaposition within brands |
| Journal: | International Marketing Review
1994 : VOL. 11:2, p. 33-46 |
| Index terms: | MARKETING ACCOUNTING BRANDS |
| Language: | eng |
| Abstract: | There is a paradox within some market economies that accounting appears to enjoy superior power and status to marketing. This is significant because of the close working relationsip between the two professions, and can be linked to accounting's key role in market regulation. Brands allow us to consider this in a single issue, by juxtaposing the accounting and marketing rationale applied, with the illustrations taken from the practice. |
SCIMA