Marketing Asset Accounting: The Way Forward?

Abstract

Examines the evaluations and contributions of this themed issue and proposes that further research and development are required. Evaluates the collective works as a recognition of the strategic issue and approaches to its solution ‐ recognizing key technical problems faced and related issues. Concludes that the case has been made for marketing asset accounting to contribute to more effective corporate and marketing management.

Citation

Piercy, N. (1986), "Marketing Asset Accounting: The Way Forward?", European Journal of Marketing, Vol. 20 No. 1, pp. 104-106. https://doi.org/10.1108/EUM0000000004632