Accounting for Marketing Assets

Abstract

Suggests that most managers (other than those in marketing) take the view that too much money is spent on marketing. Adumbrates that the accountant may be able to contribute to improved decision making in marketing with regard to expenditure as an investment outlay rather than current expenses. Stresses, herein, that the concern for accounting is with marketing assets and their intangibility. Discusses further assets, valuation and investment and portrays these with the aid of tables and figures. Sums up by saying that a strong case can be made for recognizing many examples of marketing outlay as investments in assets rather than current operating expenses, showing new light on attitudes towards marketing decision‐making and financial reporting.

Citation

Wilson, R.M.S. (1986), "Accounting for Marketing Assets", European Journal of Marketing, Vol. 20 No. 1, pp. 51-74. https://doi.org/10.1108/EUM0000000004628