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

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Title Exploring the Potential of Customer Accounting: A Synthesis of the Accounting and Marketing Literatures
Author McManus, Lisa Ann; Guilding, Christopher John
Journal Name Journal of Marketing Management
Editor Professors Robin Roslender and Richard M.S. Wilson
Year Published 2008
Place of publication Scotland
Publisher Westburn Publishers
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 customer focused accounting measures of performance.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1362/026725708X345515
Copyright Statement Copyright 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.
Volume 24
Issue Number 7-8
Page from 771
Page to 795
ISSN 0267-257X
Date Accessioned 2008-11-11
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/22300
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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