Contabilidade e Marketing

A Note on Commercial Accounts

Abstract

L. Marin

Marketing actions frequently result in long-term value, but financial accounts frequently fail to reflect this. Internal reporting typically makes use of the same records, which prevents both marketing's value creation and accountability for misusing market-based assets. Financial accounting's omission of market-based assets can be mitigated by creating comprehensive marketing accounts. We contrast marketing accounts with current accounting practices, outline current accounting practice and explain current accounting practice. Market-based assets are valued by marketing accounts, which use the matching concept of accounting to treat marketing as an investment whenever necessary. Due to their sole purpose of supporting management decision-making rather than investor decision-making, these accounts are feasible within the confines of accounting regulations on the basis of expected value. Marketing accounts are comprehensive and consistent across businesses, but not between them. Finally, their assumptions and models are recorded and approved by the chief marketing officers who in turn control them.