Department of Management, University of Ottawa, Ottawa, Canada
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
Accounting & Marketing received 487 citations as per Google Scholar report