The authors demonstrate how a firm can determine whether it is really marketing oriented, i.e., following the marketing concept, the philosophy that considers satisfying the customer the major purpose of the organization. A nine-question checklist is provided for a firm to use in evaluating...

Accountants and auditors are no longer number crunchers that are primarily concerned with examining historical data. They are being used by most firms to provide advice and as such are often the power behind the throne. As advisors, they need to understand that they play an important role in how...