1. Does Your CFO Think Marketing is a Cost or an Investment?

    Does Your CFO Think Marketing is a Cost or an Investment?

    The debate about marketing being a cost or an investment still rages on. I think part of it stems from CFOs categorizing marketing costs as an expense on the P&L rather than considering marketing as an opportunity to drive revenue to the top line. The former is required by basic accounting; the latter is required by smart CEOs.

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