Couple o' quick questions - how should your running total change if you did a query that only returned every other row? Or only rows for a single customer/product/account? What happens if you sort by account then by date? Or if you order the data by region?
SQL is set based. You can extract many different sets from the same data, and SQL, by definition, does not provide a guaranteed order to the data. This is important because your running total is VERY dependent on the order of the data and the set that is retrieved.
If you need to provide a running total, do it in your reporting tool. SQL is not a spreadsheet and shouldn't be used like one.
Take a couple of SQL classes and/or talk to your DBA. SQL is a tool that can do some really wonderful things for you, but you have to know how to use the tool first!
Steve G.