The Integration of Marketing and Accounting Processes and Its Impact on Business Strategies

The technological advancements of the 1990s brought about significant changes worldwide. The emergence of e-commerce, in this period of great innovation, initiated a shift in the focus of marketing from a customer-centric concept to a human-centric focus based on the customer experience. This enhanced marketing's ability to provide objective information about those customers and their needs. As Robert Kaplan asserts in his article "Balanced Scorecard," "If you can't measure it, you can't manage it." The necessity to comprehend and utilize the metrics and performance indicators of the marketing process in the accounting process has become essential to optimize the company’s strategies and economic value added. However, this often does not occur due to the inability of these processes to interface synergistically, resulting from their inability to comprehend each other's technicalities. This book presents a collection of methodologies and key performance indicators that could help to mitigate the aforementioned gap by providing a suitable foundation for the marketing-accounting interface.