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Strategisches Marketing-Accounting
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Marketing und Rechnungswesen werden in der Regel als zwei unabhngige und inkompatible Bereiche betrachtet. Die sinnvolle Verknpfung beider Themenbereiche ermglicht jedoch eine effektivere und effizientere Erfllung strategischer Marketingaufgaben. Rainer Wolfram Schmidt analysiert die problemspezifischen Nutzungsmglichkeiten des internen Rechnungswesens, um dadurch den Informationsbedarf, der bei der Erfllung strategischer Marketingaufgaben entsteht, besser decken zu knnen. Der Autor entwickelt ein Entscheidungsuntersttzungssystem, welches auf Basis des internen Rechnungswesens zu einer verbesserten Informationsversorgung fhrt.
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