When marketing managers and financial managers join forces within any business, the result can often be poor communication on financial criteria and goals. The risk of this situation occurring is inevitably present when those with different professional backgrounds and roles are working in accordance with their own norms. In his seminal 1956 paper on general systems theory, the economist Kenneth Boulding referred to the phenomenon of "specialised ears and generalised deafness", which can be seen to exist when marketing ...

The Marketing / Accounting Interface 2016, Routledge, London

ISBN-13: 9781138192881


The Marketing / Accounting Interface 2012, Routledge, London

ISBN-13: 9780415628860