Authors : Kholnazar Amonov, AkmaralI stayeva, Alma Iskakova, Kamila Bairakimova, Tumar Assanova, Petr Hajek, Ulugbek Khalikov and Lucie Ackermann Blazkova
Abstract: Working with marketing investments is considered to be very difficult due to the nature of investment as well as the way it is being treated in companies. There has been a lot of misunderstanding between marketers and accounting managers due to financial issues and goals. This led to a point when the top management’s interest towards the marketing function had consequently been decreasing which in its turn resulted in the reduction of marketing budgets. This study gives a short introduction to the concept of marketing investments. We analyse difficulties in evaluating marketing investments where marketing itself is considered today as an intangible asset. Another issue we discuss is a short-term perspective on marketing investments where marketers and accountants have some troubles in finding a compromise. In conclusion, the idea of marketing accountancy is introduced which is claimed to be a solution for current problems related to marketing investments.
Kholnazar Amonov, AkmaralI stayeva, Alma Iskakova, Kamila Bairakimova, Tumar Assanova, Petr Hajek, Ulugbek Khalikov and Lucie Ackermann Blazkova, 2016. Marketing Investments from the Financial Perspective: Problems and Suggestions. International Business Management, 10: 2424-2429.