Transcription of Accounting for Marketing Activities
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Accounting for Marketing Activities
Accounting for Marketing Activities : Implications for Marketing Research and Practice Natalie Mizik Gantcher Associate Professor of Business Columbia Business School 3022 Broadway Uris Hall, Room 513 New York, NY 10027 Doron Nissim Ernst & Young Professor of Accounting and Finance Columbia Business School 3022 Broadway Uris Hall, Room 604 New York, NY 10027 May 5, 2011 Abstract We review Accounting principles related to the reporting of Marketing Activities and evaluate their implications for Marketing research and practice. Based on our review, we argue that current Accounting practices contribute significantly to the declining influence of Marketing within organizations and the rise of myopic management.
Accounting for Marketing Activities: Implications for Marketing Research and Practice . Natalie Mizik . Gantcher Associate Professor of Business
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