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Title: Role of management accounting in marketing function.
Authors: Lee, Hann Yang.
Lim, Chen Fee.
Yap, Poh Seng.
Keywords: DRNTU::Business::Accounting
Issue Date: 1998
Abstract: As depict in the Value Chain Model, management accounting plays a supportive role in marketing decisions. However, very little attention has been focused on the interface between management accounting and marketing. Therefore, the research provides a review of marketing and management accounting literatures to support the research development. From the research, the authors resolved to answer two main issues: (a) traditional management accounting tools are important to marketers in making pricing and promotion decisions, and (b) there is an existence of information gap between the usefulness of information available from existing accounting systems and potential value of accounting information in marketing decisions.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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