Working Papers

Accounting for Marketing Activities: Implications for Marketing Research and Practice

Natalie Mizik and Doron Nissim

Feb 1, 2011

Reviews accounting principles related to the reporting of marketing activities and evaluates their implications for marketing research and practice; advances expanded disclosures as a feasible remedy for the problem of myopic management and the decline of marketing’s influence within the firm; calls for a dialogue and specific research to help facilitate improvements in the financial reporting.

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