The article demonstrates how accounting analytics improves marketing decisions in agribusiness, suggesting strategies for effective implementation.
The article explores the possibilities of using accounting analytics to support marketing decisions in agribusiness. A structural-functional model is proposed that integrates accounting and analysis to improve the effectiveness of marketing decisions. The practical significance of the model is highlighted and the barriers to its implementation in the context of digital transformation are outlined.
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Muzychenko et al. (2025) studied this question.
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