INNOVATIVE ACCOUNTING TOOLS AS DRIVERS OF MARKETING EFFECTIVENESS

The authors analyzed modern innovative accounting tools, focusing in particular on the drivers of their functioning and their specific impact on the effectiveness of marketing activities. The value of this research lies in its contribution to the study of innovative accounting tools, as well as in demonstrating that they go beyond the traditional accounting approach by ensuring the recording, regular updating, and integration of data from various sources, as well as automation and analytical processing. The study’s results indicate that, thanks to innovative accounting tools, disparate accounting and other data are transformed into structured, understandable, and useful information for effective management of finance and marketing activities. The practical significance of the research lies in creating the groundwork for further study of the impact of such tools on specific indicators or outcomes that a company achieves as a result of its marketing efforts.