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Download fileSome thoughts on marketing controllership
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posted on 2006-05-26, 12:42 authored by Richard M.S. Wilson“It is paradoxical that while many of the most significant financial and accounting activities within any company start with the forecasts of market opportunities, sales volumes, prices and anticipated revenues, the explicit role of accounting and finance in the control of the marketing function itself has been neglected.” (Anthony Hopwood in Vernon (1976: p.227).)
Whilst there is an increasing trend towards an interdisciplinary approach to managerial problem-solving, there still appears to be an absence of mutual understanding between marketing and control people due to (in Boulding’s terms) ‘specialised ears’ and ‘generalised deafness’.
History
School
- Business and Economics
Department
- Business
Pages
430674 bytesCitation
WILSON, R.M.S., 2000. Some thoughts on marketing controllership. Occasional Paper, 2000:4, Loughborough: Business School, Loughborough UniversityPublisher
© Loughborough UniversityPublication date
2000Notes
THIS PAPER IS CIRCULATED FOR DISCUSSION PURPOSES AND ITS CONTENTS SHOULD BE CONSIDERED PRELIMINARY AND CONFIDENTIAL. NO REFERENCE TO MATERIAL CONTAINED HEREIN MAY BE MADE WITHOUT THE CONSENT OF THE AUTHOR.ISBN
1859011659Language
- en