Title: Establishing the link between marketing and accounting functions: a review

Authors: Mohammed T. Nuseir

Addresses: Department of Management and MIS, College of Business, Al Ain University of Science and Technology, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, UAE

Abstract: Marketing and accounting functions are carried out by two different departments of an organisation. These two departments should complement each other practically and perceptually, but in fact, this rarely appears to be the case. The functions carried out by the marketing and accounting departments tend to be very different, and there has been little attempt to link them. This literature review examines the respective functions of the two departments and links them through the prism of the stakeholders, as the opinions of stakeholders are vital to the success of any organisation. The need to pass information to the stakeholders, and the way information among stakeholders is shared, can be a starting point to understanding the link between these departments. This study has identified the importance of eliminating the tiered perception of departments in an organisation by evaluating the functional relationships among them. It is crucial to understand that marketing and accounting functions 'meet' in a common place at the operational level.

Keywords: marketing; accounting; perception; functional organisation structure; stakeholders.

DOI: 10.1504/IJBEX.2019.103455

International Journal of Business Excellence, 2019 Vol.19 No.4, pp.473 - 482

Received: 21 Feb 2018
Accepted: 19 Aug 2018

Published online: 28 Oct 2019 *

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