The article reveals the key points of accounting and management actions in terms of market research, PR, and forecasting of planned actions. The main accounting and management tools in management accounting are planning, management, accounting, organization, analysis, and monitoring of business processes. Determining the incurred costs of the business and its further sustainable development is the conceptual basis of management accounting. The study aims to develop criteria for management accounting in the study of the lumber market and the study of consumer demand for these products, identifying consumer preferences, assessing the frequency of purchase of products, and factors influencing the demand. The subject of the study is management accounting as a comprehensive mechanism in terms of research (monitoring) of market conditions, PR, and forecasting of planned actions. According to the above purpose, the main task was defined: to predict the development of the market, to react to them adequately (in time, considering all factors), to ensure thereby high efficiency of economic activity, to strengthen its competitiveness in the Udmurt Republic. It is concluded that, despite the difficulties and the specifics of this type of activity, with a competent managerial approach, to obtain competitive advantages, industrial enterprises must be constantly engaged in the collection and processing of accounting and management, including marketing, information for an objective assessment of the external environment, to analyze their own activities to reduce financial risks.