Business Intelligence: How Accountants Bring Value to the Marketing Function - Armed with the latest technological tools, marketing no longer uses the shotgun approach to generate sales; instead it targets specific, identified consumer needs. Management accountants are the logical choice to assist this effort because they are familiar with the data being collected; as current custodians of large ...
Year of publication: |
2002
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Authors: | Fordham, David R. ; Riordan, Diane A. ; Riordan, Michael P. |
Published in: |
Strategic finance : leadership strategies in accountants and financial professionals. - Montvale, NJ : Institute of Management Accountants, ISSN 0025-1690, ZDB-ID 14706659. - Vol. 83.2002, 11, p. 24-29
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