Working Paper

Accounting for Marketing Activities: Implications for Marketing Research and Practice

Natalie Mizik and Doron Nissim

Feb 1, 2011

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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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