Accounting and Marketing Archive
Tony Tollington’s book on Brand Assets is fascinating. I am not promising it is an easy read — it gets into some pretty detailed philosophical debates around the nature of assets and accounting which can be tough. That said it …
Tony Tollington’s book on Brand Assets is fascinating (although accounting rules have changed a bit, meaning the acronyms and rule numbers aren’t what are used nowadays). Tollington notes the problems with the way accounting policy treated intangible assets. Some changes …
There is a lot of work linking marketing and finance. Unfortunately, at least from my perspective, nearly all of this has focused on linking markets to financial markets. Such work is useful but I would like more looking at the …
I am not a fan of Tobin’s q (as it is currently used). I have a Marketing Science paper on the misuse of Tobin’s q in marketing. As such I was fascinated to see a SSRN working paper with a …
Myopic management/marketing is the tendency to focus on short term gains at the expense of long term profits. There are a number of reasons for this but at its heart, for public companies, scholars point to pressure from Wall Street. …
Keith Ward in his great book Marketing Finance addressees success factors in managing at the marketing finance interface. He starts by noting that historical analysis can’t change the past. Okay, that is pretty obvious, but the implication that historical analysis is …
For this week and next I will look at an excellent book by Keith Ward — who has taught at Cranfield amongst other places — Marketing Finance. (There are later editions with new co-authors that I plan to read soon …
I enjoy a good polemic and Keron Bhattacharya’s book on Accountancy is certainly that. A generation old now but many of the points remain (although the acronyms for the UK accounting standards and accounting bodies have all changed). As an …
Over the next couple of weeks I will consider ideas from a paper coming out in Marketing Science that I wrote with a former PhD student, Moeen Butt. This looks at the use of a metric called Tobin’s q. I …
Problems in accounting statements Feng Gu and Baruch Lev give more details on the problems with financial accounting in their recent piece for the Financial Analysts Journal. They argue that: “Simply put, earnings no longer reliably reflect changes in corporate …
