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Category: Accounting For Marketing

Management Accounting For Marketers

Posted on August 5, 2022August 5, 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…

A Business Case For Marketing Budgets

Posted on July 15, 2022July 2, 2022 by neilbendle

Christine Moorman and Jennifer Veenstra have a piece in the Harvard Business Review explaining how to make a business case for marketing budgets. It contains very sensible advice that CMOs and other senior marketers should heed. Working With Finance Perhaps one of the most important themes in this work is the idea that marketers need…

Marketing Should Matter To Finance People

Posted on July 8, 2022July 19, 2022 by neilbendle

Chris Burggraeve shares his experience of the marketing finance interface in his new book Marketing is not a black hole. (Why black hole? There are a lot of science fiction references. I must say that I appreciate that even if the rocket ship veers towards cheesy). His main point is a good one, that marketing…

Internal Measurement Of Brand Value

Posted on June 10, 2022June 7, 2022 by neilbendle

As regular readers will know I do a lot of work with MASB (the marketing Accountability Standards Board). Some of my colleagues at MASB wrote a paper about brand valuation. I want to highlight and reinforce their message. A key part of this is that the internal measurement of brand value is crucial to bringing…

Stopping Undervaluing Customers Through Measurement

Posted on April 8, 2022July 29, 2022 by neilbendle

Rob Markey at Bain has had an interesting career. He clearly has done a lot right. He is an advocate for the importance of marketing in the c-suite. As such it is welcome when he weighs in to support important ideas. In a 2020 piece in the Harvard Business Review he laid out a plan…

Adding Customers To Ratios

Posted on March 4, 2022June 19, 2022 by neilbendle

Marc Marshing has published a short book on using customer data in financial analysis. (I am assuming it was a dissertation or similar as it is closer to a paper than a traditional book). He talks about adding customers to ratios, specifically adding a measure of customer value to the price to book ratio. This…

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…

Angel And Demon Customers

Posted on October 1, 2021October 1, 2021 by neilbendle

Larry Selden and Geoffrey Colvin had a book back in 2003 that made quite a stir. It introduced the idea of angel and demon customers. This was a catchy way of explaining the notion that not all customers are profitable. Indeed, Selden and Colvin argue that customers should not all be treated the same. What…

A Customer Equity Balance Sheet

Posted on June 25, 2021September 29, 2021 by neilbendle

The book, Customer Equity, is a bit of a classic in the marketing field. It is an early attempt to refocus companies from products to customers, specifically through measurement of the value of the customer base. The authors introduce a lot of interesting new ideas. They have many admirably big swings and, to be honest,…

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    • Brand Valuation: Progress But Lots More Needed
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