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Keywords: Financial accounting
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–16.
Published: 05 October 2026
...Jonathan Knowles; Neil Thomas Bendle; Moeen Naseer Butt Purpose Marketers and marketing academics are frustrated that the contribution of marketing to business success is inadequately represented in financial accounts. This study explains how marketers' interests are misaligned with the purpose...
