AN ESSENTIAL MARKETING TOOL.
In: Accountancy, Jg. 109 (1992-02-01), Heft 1182, S. 105-105
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Zugriff:
This article discusses a study conducted by the Hewson Consulting Group (HGC) in 1991, which revealed that there is a need for awareness among accountants with regard to the scope and benefits of information technology (IT) in sales and marketing in Great Britain. Actual and potential impact of information technology is not widely appreciated. A recent study indicates that this lack of appreciation is especially high among accountants. An automated marketing database and prospects has many attractions such as immediate access to complete records of customer histories and information on sales, marketing and support activities by salesperson, product, market sector and customers. In 1991, HGC set out to study the practical experiences of companies in Great Britain with regard to the use of IT in sales and marketing. The study found out that cost savings of some companies amounted to over 30 times the purchase expenditure of the systems. Second, both the actual and potential impact of these systems was not fully appreciated especially by accountants. Accountants tended not to appreciate the actual impact of the systems because they had not produced formal cost and benefit appraisals. The potential impact of such systems on the work and the role of the accountant is immense.
Titel: |
AN ESSENTIAL MARKETING TOOL.
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Autor/in / Beteiligte Person: | Hewson, Wendy |
Zeitschrift: | Accountancy, Jg. 109 (1992-02-01), Heft 1182, S. 105-105 |
Veröffentlichung: | 1992 |
Medientyp: | serialPeriodical |
ISSN: | 0001-4664 (print) |
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