Sometimes I worry that marketing academics have a bit of an inferiority complex. We seem to have an aversion to anything developed in marketing. Instead, we look back to psychology (if we are consumer behavior scholars). Or we look to economics (for more quantitative scholars). This means that we often see citations to other disciplines…
Search Results for: metrics
Proving The Value Of Marketing
Over the next couple of weeks I will consider ideas from a paper coming out in Marketing Science. [This post was written in 2018]. I wrote the paper with a former PhD student, Moeen Butt. This looks at the use of a metric called Tobin’s q. This has been used in papers claiming to be…
Public Policy And Intangibles
Haskel and Westlake in their excellent book “Capitalism without Capital” point out the problems that record keeping has with recording assets. (My last comment on this book I promise). There is a big problem in respect of public policy and intangibles. Reporting Challenges They note the asymmetry of the rules around intangible reporting. Namely that intangibles…
Valuing Free Customers
Two sided markets are an important concept in economics and business. They have some exciting characteristics and present some great problems in deciding on corporate strategy. One issue is: how much should a company pay to acquire a customer who isn’t paying anything? How to go about valuing free customers? The Value Of Customers Who…
Using Non-Financial Indicators
Using non-financial indicators to predict future profits. The problem of rewarding the right things Establishing the right reward structure is extremely challenging. O’Connell and O’Sullivan aim to help in this. They tackle the problem that traditional finance/accounting measures are quite backwards looking. (They can also be manipulated to reward those who prioritize short-term, over long-term,…
A Sustainable Standard When Accounting For Marketing
The Sustainability Accounting Standards Board (SASB) seems to have been remarkably successful. They have recruited some well-known board members. These have included Michael Bloomberg, Mary Schapiro (former SEC chair), and Laura Tyson (former London Business School Dean). This has helped them raise their profile. They have been working on a sustainable standard when accounting for…
Creating Discussions Between Marketers And Accountants
In a piece for my accounting body (ACCA) I discuss the problem of what to do in respect of brands on the balance sheet. My intention is to help foster a dialogue between (financial) accountants and marketers. I am all about creating discussions between marketers and accountants. A lot of this website speaks to that….
Why Value Marketing Efforts Even When Perspectives Differ?
Jonathan Knowles notes that different disciplines often come at brand equity from different perspectives. For the sake of clarity, he lays out three ways of looking at brand. He uses exemplars from marketing, finance, and accounting. Although, of course, no discipline is monolithic — many marketers might take the finance perspective, etc… Why value marketing…
Marketing Accounts For Managers
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…
Measuring The Impact Of Marketing On Wall Street
Bernd Skiera, and a couple of colleagues, have a paper that considers a relatively recent wave of research in marketing academia. They tackle event studies. These look at the impact of specified “events” on the value of a firm. Measuring the impact of marketing on Wall Street. Marketing Events Clearly marketers tend to concentrate on marketing events….