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| Author: | McManus, L. Guilding, C. |
| Title: | Exploring the potential of customer accounting: a synthesis of the accounting and marketing literature |
| Journal: | Journal of Marketing Management
2008 : VOL. 24:7-8, p. 771-795 |
| Index terms: | customer relations customers strategic management |
| Language: | eng |
| Abstract: | No previous study has examined the intersection of the marketing and accounting literatures pertinent to customer accounting (CA). This study provides a synthesis of the marketing and accounting literatures by exploring the potential of CA. The recent achievements in the CA literature are updated from an accounting perspective and the nature of marketing based measures are explored pertaining to customer marketing and management. It is found that there is considerable potential for accountants to draw on point of focus raised in the marketing literature to further advance customer focused accounting measures of performance. |
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