5.2 Managerial Contribution
As aforementioned above, the results show that accounting information quality positively impacts CRM effectiveness and marketing performance. Therefore, marketing managers should pay the attention to gain the advantage from accounting information and also integrate managerial accounting discipline into their existing knowledge to support their marketing decision and maximize business achievements. Additionally, firms should develop the appropriate accounting system to prepare the potential accounting information. However, the characteristics of accounting information should contain accuracy, completeness, timeliness, and relevant.