Making Better Marketing Decisions Faster with Accounting Data

摘要

Marketers can make better decisions faster if they know how to useaccounting data. Dolan [1] has suggested that “Marketing Research’sfunction is to provide managers with information that assists in makingdecision. Manager must be aware of the costs and benefits of alternativemethods in order to select the best research program and analyzethe results. When an issue arises, the first question should be: can itbe resolved with data that have already been collected and are in thecompany’s possession.