When marketing and strategy become one
Article Abstract:
The marketing function is continuously evolving. Today's marketing professionals no longer limit their attention to sales-related activities or to the pursuit of product differentiation, brand familiarity and customer loyalties for repeated sales. Instead, they are increasingly participating in building mutually advantageous relationships with customers, in promoting interdependence between buyer and seller, and in working with customers to test new technologies, share resources and create new products and markets. It is believed that the marketing and the strategic planning functions are gradually being unified. Although there are still many differences between the two fields, they are found mostly at the operational level and become rare at the corporate level. If this trend continues, the traditional marketing department may come to be replaced by flexible work teams and partnerships.
Publication Name: Journal of General Management
Subject: Business, general
ISSN: 0306-3070
Year: 1995
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The construction of a rule-based expert system as a method for studying materiality judgments
Article Abstract:
An expert system for making planning-stage materiality judgments is described. The study's purpose was to examine the ways in which various types of qualitative and quantitative information affect those judgments. The constructed rule-based system serves as a vehicle for this descriptive research, because its employment of if-then rules to represent domain knowledge makes explicit both the role played by the information and the reason for using it. The system's judgment model splits the materiality judgment process into two distinct decisions: selection of the appropriate base for calculating materiality, and choice of a percentage rate to multiply by that base. It is suggested that information about the type of client, the client's future plans, and perception about financial statement user needs affects the selection of a materiality base.
Publication Name: Accounting Review
Subject: Business, general
ISSN: 0001-4826
Year: 1987
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