Measuring the marketing knowledge of accounting professionals

Milica Simic Misic, Graeme Harrison, David Walters

Research output: Contribution to journalArticle

Abstract

The accounting profession advocates that its member professionals and practitioners have not only specialist accounting knowledge but also management and marketing skills. This paper reports a study of the level of marketing knowledge of three samples of Australian accountants of various seniority and experience. The results show that marketing knowledge of accountants increases with seniority. However, there is also evidence that accountants lack, in particular, conceptual marketing knowledge.
Original languageEnglish
Pages (from-to)45-56
Number of pages12
JournalAustralian Accounting Review
Volume13
Issue number29
DOIs
Publication statusPublished - 2003

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