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Accounting for Marketing: Marketing Performance Through Financial Results

Author

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  • Levent KOSAN

    (Mersin University, Faculty of Tourism, Ciftlikkoy, 33343, Mersin, Turkey)

Abstract

Accounting, especially strategic management accounting, provides significant contributions to companies for decisions in environments of intense competition. Accounting, which has positive effects of company strategy development and management, has become a required facet of marketing, another area that has gained significance. The aim of this study is to assess the contributions of accounting to marketing performance management and other areas related to marketing development and to evaluate the relationship and synergies between marketing and accounting with comparative examples.

Suggested Citation

  • Levent KOSAN, 2014. "Accounting for Marketing: Marketing Performance Through Financial Results," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 276-283.
    • Handle: RePEc:eco:journ3:2014-04-03
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    References listed on IDEAS

    as
    1. Stewart, David W., 2009. "Marketing accountability: Linking marketing actions to financial results," Journal of Business Research, Elsevier, vol. 62(6), pages 636-643, June.
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    Cited by:

    1. Tonino Pencarelli & Maria Gabriella Mele, 2019. "A systematic literature review on social media metrics," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 15-38.

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    More about this item

    Keywords

    strategic managerial accounting; performance measurement; marketing accounting;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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