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Category: Accounting and Marketing

Marketing Accounts For Managers

Posted on May 19, 2017November 12, 2022 by neilbendle

Xin Wang and I published a piece in the International Journal of Research in Marketing. We called the article Marketing Accounts. This discusses marketing accounts for managers. The full text of this research article is available free of charge. See the link below. (We would like to thank SSHRC/the Canadian government for this. They provided…

Accounting For Marketing

Posted on April 14, 2017August 3, 2022 by neilbendle

Accounting for marketing deserves more consideration. Neither accountants nor marketers seem to give it much thought. That is a shame. It is a key area for understanding business. Yet, few are experts in it. Accounting For Marketing I think that there is a desperate need for marketers to understand accounting. Indeed, I think a lot…

Who Has An Interest In Changing Accounting?

Posted on November 25, 2016October 18, 2021 by neilbendle

Baruch Lev and Feng Gu, accounting professors, ask a simple question. Why are managers and auditors so blasé about accounting for intangibles? Lev and Gu, 2016, page 90 Intangibles are a mess in financial accounting. Everyone knows there are obvious problems. So who has an interest in changing accounting? Intangible Assets And The Concept Of Matching…

Marketing Accountability Standards Board (MASB)

Posted on May 30, 2014April 16, 2022 by neilbendle

Marketing has an accountability problem. This is widely accepted even by marketers. The Marketing Accountability Standards Board (MASB) is working on this. Trust Me, I’m A Marketer Marketers argue that their actions are vital to their organization’s success but often the proof offered ends up being: “trust me, we need to do this”. It isn’t hard to see why…

Value-Based Marketing

Posted on May 23, 2014December 12, 2022 by neilbendle

In 2000 Peter Doyle started the abstract of his paper, Value-Based Marketing with the sentence. “Marketing has not had the impact on the boardroom that its importance justifies” (Doyle, 2000, page 299.) Doyle made a fair point. Marketing’s Lack Of Influence It is very common for academic marketers to bemoan marketing’s lack of influence. Many firms…

Marketing ROI, Heartbeats And Breaths

Posted on November 8, 2013August 3, 2022 by neilbendle

Clarity is important to effective language use. If our words all mean different things it is hard to communicate. It is often surprising that marketers, who often claim to be communication experts, are sometimes terribly imprecise about what they mean. We need to be clear about marketing ROI, heartbeats, and breaths. Marketing ROI James Lenskold…

The Top and Bottom Line

Posted on October 11, 2013September 29, 2021 by neilbendle

Preparing for class recently I came across a media report which illustrates the confusion and sloppiness that surrounds marketing metrics. I realized the problem we often have talking about the top and bottom line. Impact Of Social Media An important question is the bottom line impact of social media. How can you persuade the CFO…

Accounting For Profits And Decisions

Posted on September 20, 2013September 29, 2021 by neilbendle

Marketers, and business people more broadly, often use accounting profit to measure success. This isn’t too surprising. Often firms claim to be profit maximizing. Report something as profit and this sounds like something that should be maximized. That said, profits using in accounting and managerial decision-making are not really the same thing. Decisions taken to…

Market-Based Assets: An Important Idea

Posted on September 13, 2013January 18, 2022 by neilbendle

The concept of Market-Based Assets was introduced to tackle a major marketing (indeed business) problem. Many managers too often see marketing simply as an expense. By this logic marketing does not deliver, or at least is not expected to deliver, any long terms benefits. Being treated as an expense makes marketing a prime candidate to…

Who Owns The Numbers?

Posted on July 12, 2013November 26, 2021 by neilbendle

Numbers are vital to running any organization but who owns the numbers? Measurement And Judgment Pfeffer and Sutton’s (2000) book chapter starts a bit too negatively for my liking. The title sets the wrong tone. “When Measurement Obstructs Good Judgement”. To be fair their point isn’t that measurement is bad. They really mean that bad…

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Pages in Marketing Thought

  • A Plea About Language Used In Marketing
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  • Behavioral Econ For Kids: The Cartoon Book
  • Data Visualization Advice
  • Machine Learning (ML) And Marketing: What Should You Know?
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  • Marketing PhD Applications
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  • Neil Bendle
  • Popular Marketing Metrics: How Not To Mess Them Up
    • Brand Valuation: Progress But Lots More Needed
    • Customer Equity: Nice Idea, Bit Of A Mess In Execution
    • How To Use, And Misuse, Customer Lifetime Value (CLV)
    • Is ROI The Most Abused Term In Marketing?
    • Market Share: Always An Indicator Never A Target
    • Marketing Accounts: A Better Way To Measure Marketing Performance
    • Measuring Competition With The Bendle Panda Index
    • Net Promoter Score: Sadly Not As Magical As Supporters Suggest
    • Profit Measurement: Choose Your Own Level Is Problematic
    • Tobin’s Q: Why Academics Should Listen To Managers
    • Total Q, A New Improved Tobin’s Q? Not By Much
    • Value Of A Like: Do Not Use For Budgeting
  • Public Policy, Behavioral Economics and Marketing
  • Recommended Books
  • Sustainable Marketing Strategy
    • B Corp Research Papers
    • Marketing Strategy
      • Measuring Culture Is A Challenge, But Don’t Be Silly
      • Rationality And Marketing Strategy
      • Segmentation, Targeting and Positioning
      • Strategy And Evolutionary Thinking
  • Sustainable Marketing Strategy Cases
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