TY  - JOUR
T1  - Marketing Investments from the Financial Perspective: Problems and Suggestions
AU - Amonov, Kholnazar AU - stayeva, AkmaralI AU - Iskakova, Alma AU - Bairakimova, Kamila AU - Assanova, Tumar AU - Hajek, Petr AU - Khalikov, Ulugbek AU - Blazkova, Lucie Ackermann 
JO  - International Business Management
VL  - 10
IS  - 12
SP  - 2424
EP  - 2429
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.2424.2429
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.2424.2429
KW  - Marketing investments
KW  -accounting management
KW  -misunderstanding
KW  -analyse
KW  -short term prespective
AB  - 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.
ER  -