Kholnazar  Amonov, AkmaralI  stayeva, Alma  Iskakova, Kamila  Bairakimova, Tumar  Assanova, Petr  Hajek, Ulugbek  Khalikov, Lucie Ackermann  Blazkova, 
    Marketing Investments from the Financial Perspective: Problems and Suggestions,
    International Business Management,
    Volume 10,Issue 12,
    2016,
    Pages 2424-2429,
    ISSN 1993-5250,
    ibm.2016.2424.2429,
    (https://makhillpublications.co/view-article.php?doi=ibm.2016.2424.2429)
    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.
    Keywords: Marketing investments;accounting management;misunderstanding;analyse;short term prespective