Accounting & Marketing

Department of Economics, Accounting and International Business, University of Craiova, Craiova, Romania

Publications

• Mini Review   
  Creating Synergy How Accountants and Marketers Can Collaborate to Drive Customer-centric Growth
  Author(s): David Huskin*
  
  This article delves into the pivotal collaboration between accountants and marketers, elucidating the ways in which their synergy can drive customer-centric growth. By exploring opportunities for integration, aligning budgets, understanding shared metrics and mapping customer journeys, businesses can create a harmonious relationship between these traditionally distinct departments. Strategies such as cross-functional training, integrated planning sessions, technology adoption and shared dashboards are proposed to foster collaboration. Two exemplary case studies – Procter & Gamble (P&G) and Amazon – underscore the tangible benefits of bridging the divide between finance and marketing. The article also addresses challenges like cultural resistance, communication gaps and a lack of understanding, offering solutions to overcome these barriers. I.. Read More»
  DOI: 10.37421/2168-9601.2024.13.493

  Abstract HTML PDF