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Marketing accounts

Author

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  • Bendle, Neil Thomas
  • Wang, Xin (Shane)

Abstract

Marketing actions frequently create long-term value yet this is often not recorded in financial accounts. The same records are typically used for internal reporting limiting both recognition of the value created by marketing, and accountability for the misuse of market-based assets. Creating comprehensive “marketing accounts” can mitigate the problems caused by financial accounting's omission of market-based assets. We explain current accounting practice, outline the idea of marketing accounts, and contrast this with current accounting practice.

Suggested Citation

  • Bendle, Neil Thomas & Wang, Xin (Shane), 2017. "Marketing accounts," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 604-621.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:3:p:604-621
    DOI: 10.1016/j.ijresmar.2017.03.002
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    References listed on IDEAS

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