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Search Results for: accounting

Management Accounting Ideas In Business

Posted on September 2, 2022September 27, 2022 by neilbendle

It is always interesting to see where ideas come from. Therefore, I was interested to read Johnson and Kaplan’s history of management accounting; Relevance Lost. This noted how a few important accounting ideas in business developed. Du Pont Return On Investment Model F. Donaldson Brown developed one of the most impressive views of business that…

Management Accounting For Marketers

Posted on August 5, 2022September 27, 2022 by neilbendle

Marketers often want to make the case that accounting does not treat marketing well. I have good news for marketers, there is a major group of accountants who (should) agree with you. There are accountants who feel that financial accounting standards have subverted their discipline. Managerial accountants, whose job it is to deal with internal…

Marketing Implications Of Financial Accounting

Posted on February 25, 2022February 25, 2022 by neilbendle

A book chapter I wrote with Jonathan Knowles and Moeen Butt has recently come out in the Review of Marketing Research (vol 18). In our chapter, we sought to give marketers a better understanding of accounting, specifically financial accounting. What then are the marketing implications of financial accounting? Keeping Score Marketers are trying to work…

Customer Accounting, Thanks But

Posted on January 14, 2022January 15, 2022 by neilbendle

It is great that accountants are looking at the idea of valuing a firm through its customers. I very much welcome this. That said, I do worry that people bringing ideas from outside their field often bring back bad habits with them. (To be clear I am sure I do this when looking at non-marketing…

Management Accounting and Customer Recording

Posted on August 14, 2020September 29, 2021 by neilbendle

At least one area of marketing metrics makes me positive. The future is bright. The area is what we might call management accounting and customer recording. This tends to work best where there are contractual relationships. With contracts or, at least, stable long term connections, we can go a long way to understanding the value…

The Destiny of Accounting Measures of Customer Assets

Posted on July 17, 2020September 22, 2021 by neilbendle

In an optimistic piece Keiningham, Aksoy, and Bejou outline what they think the future of customer asset management is. What should we expect for accounting measures of customer assets? How should we expect such assets to be treated in the future? Why Are Accounting Measures Of Customer Assets So Bad? They note three big problems….

The Politics of Accounting

Posted on March 13, 2020September 29, 2021 by neilbendle

Tony Tollington’s book on Brand Assets is fascinating. (Accounting rules have changed a bit since he wrote it. The acronyms and rule numbers aren’t what are used nowadays but the ideas are similar). He makes fascinating notes on the politics of accounting. The Politics Of Accounting For Intangible Assets Tollington notes the problems with the…

Catch 22 And Accounting For Employees

Posted on November 15, 2019August 14, 2021 by neilbendle

A theme of mine is the challenge that marketers have with financial accounting. Essentially most marketing spending is accounted for as an expense. This is even if it has the explicit intention to be an investment. This makes financial reports pretty poor for understanding the marketing of a firm. What about Human Resources (HR). We…

The Marketing-Accounting Interface

Posted on November 1, 2019December 11, 2022 by neilbendle

There is a lot of work linking marketing and finance. Unfortunately, at least from my perspective, nearly all of this has focused on linking marketing to financial markets. Such work is useful but I would like more looking at more diverse linkages between marketing and accounting. Sidhu and Robert’s article is an exception. They look…

Faulty Sums and Accounting

Posted on July 6, 2018October 3, 2021 by neilbendle

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 accountant himself (member of CIMA) he isn’t very happy with the way accountants were doing…

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