Modern transformations of accounting and management accounting tools for supporting marketing strategies

Abstract

Under the conditions of increasing demands for speed and justification in managerial decision-making processes, the importance of reliable and up-to-date data becomes particularly significant. In such circumstances, traditional tools of accounting and management reporting, which rely on human resources, are increasingly proving to be insufficiently effective in ensuring the competitiveness of enterprises. Therefore, the purpose of the study is to identify and provide a systematic description of the directions and features of the modern transformation of accounting and management tools aimed at supporting marketing strategies.