General Assessment For Marketing Accounting and Customer Response Management

The methods used to achieve an outcome of an event or transaction, or a system of institutionalized activities created to achieve a specific purpose, requiring specific knowledge and skills. The information is the whole of the data to explain any subject. Knowledge is the totality of data used to describe any subject. Systems that provide the collection, accumulation and use of these data in order to realize a specific purpose constitute the information systems. Information systems help to ensure the communication between the enterprise and the management by providing the transfer of data about the environment of the enterprise, the inputs, processes and outputs of the enterprise. Marketing accounting is used for collecting data related to marketing, directing to employees, determine of marketing, selling and distribution costs. Customer-related benefits are of interest such as brand image creation and business value enhancement, protection, and price calculation for competitive. Customer profitability analysis is a new management accounting method that is used for future decisions. Nowadays, businesses aim to increase their profitability by creating differences in order to win the satisfaction of their customers. But here another problem arises. While customer satisfaction is ensured on the one hand, on the other hand it is a matter of how much business these customers satisfied. For this reason, customer profitability analysis has been used to determine the contribution of customers to the business. While the information about the income required for realization of customer profitability analysis can be easily reached the difficult part of work is determination of cost of service to the customer. Customers benefiting from the activities of the enterprises are different from each other and each customer leads to different costs and profitability for the product or service it receives. The aim in this study is overview and the literature review for marketing accounting and customer profitability