Accounting & Marketing

Department of Management, University of Ottawa, Ottawa, Canada

Publications

• Mini Review   
  Building Brands and Balancing Books: A Guide to Harmonizing Accounting and Marketing Efforts
  Author(s): Lucifer Sentinel*
  
  This article delves into the intricate relationship between accounting and marketing, offering a comprehensive guide on how businesses can harmonize these two essential functions. The exploration encompasses the alignment of objectives, integrated budgeting and return on investment measurement, Customer Lifetime Value (CLV) integration, cross-functional collaboration, technology integration, brand consistency and financial transparency. By examining successful case studies and addressing challenges, this guide aims to provide insights into building a brand that resonates with consumers while maintaining a sound financial foundation. The integration of accounting and marketing efforts is crucial for achieving long-term success in the dynamic and competitive business environment... Read More»
  DOI: 10.37421/2168-9601.2024.13.492

  Abstract HTML PDF