haku: @indexterm digital technology / yhteensä: 46
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| Tekijä: | Phillips, P. Vaux Halliday, S. |
| Otsikko: | Marketing/accounting synergy: a discussion of its potential and evidence in e-business planning |
| Lehti: | Journal of Marketing Management
2008 : VOL. 24:7-8, p. 751-770 |
| Asiasana: | digital technology electronic commerce planning synergy |
| Kieli: | eng |
| Tiivistelmä: | The article discusses how e-business planning is taking place and identifies the key areas that are, together, acting as barriers to aligning organization design, structures and people in digitized world. The study presents empirical evidence of de facto leadership being taken by the IT function, to the detriment of what might otherwise have been developed: a synergistic relationship between the marketing/accounting planning interface and business performance. This is set in the context of converging demands on the marketing and accounting professions and of the literature suggesting that complex marketing/accounting metrics need to be developed to enable effective performance management. |
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