@article{MAKHILLIBM2016101226420,
    title = {Marketing Investments from the Financial Perspective: Problems and Suggestions},
    journal = {International Business Management},
    volume = {10},
    number = {12},
    pages = {2424-2429},
    year = {2016},
    issn = {1993-5250},
    doi = {ibm.2016.2424.2429},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2016.2424.2429},
    author = {Kholnazar,AkmaralI,Alma,Kamila,Tumar,Petr,Ulugbek and},
    keywords = {Marketing investments,accounting management,misunderstanding,analyse,short term prespective},
    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.}
    }