The opportunities of financial accountability of marketing and the critical dimensions of marketing/finance interface

Abstract

The cooperation of corporate marketing and finance becomes more and more important from the aspect of efficient and effective corporate operation as the uncertainty of market competition and business environment increases. Furthermore, in consequence of increasing marketing expenditures there is a rising need for greater marketing accountability that several factors make difficult. In my paper I take into consideration the opportunities that can improve marketing accountability, I point out the handling of marketing expenditures as investments and the possible approaches, methods and measures of marketing performance evaluation. Then I analyze the relationship between marketing and finance and emphasize how marketing affects financial performance.