Opute, Abdullah Promise; Madichie, Nnamdi O. - In: Journal of Business & Industrial Marketing 32 (2017) 8, pp. 1144-1158
Purpose This paper aims to evaluate the working relationship between accounting and marketing, exploring the nature and antecedents of their integration and consequences on firm performance. Design/methodology/approach The methodological approach in this study is twofold. First, a review of...