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Accounting Marketing de Richard M S Wilson

Accounting Marketing

Autor Richard M S Wilson, Wilson R M S
en Limba Engleză Paperback – 29 apr 1999
This text shows how management accounting can play a valuable role in the control of marketing activities and highlights thinking in strategic management accounting. It also highlights the possible problems of accounting for marketing, and offers suggestions on how to overcome them.
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Specificații

ISBN-13: 9781861524683
ISBN-10: 1861524684
Pagini: 186
Dimensiuni: 187 x 243 x 11 mm
Greutate: 0.37 kg
Editura: International Thomson Business Press
Locul publicării:United Kingdom

Cuprins

The context - the nature of marketing; problems in accounting for marketing; an organization control framework; the interface - managing the interface of management accounting and marketing; approaches to accounting for marketing; the role of the marketing controller; empirical studies; feedforward control - planning - techniques of marketing and distribution planning; feedback control - performance measurement - techniques for Controlling Marketing and Distribution Activities 5. Strategic Management Accounting: The Notion of Competitive Position; Key Strategic Issues; Approaches to Strategic Management Accounting: Porter, PIMS Project, Simmonds 6. Accounting for Marketing Assets: Marketing Expenditure as Investment Outlays: Investing in competitive Position and in Marketing Assets; How to Account for Such Outlays; A Management Accounting Approach to the Brands Debate.