Marketing, Other Intangibles, and Output Growth in 61 United States Industries

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2024-05-15 DOI:10.1111/roiw.12678

Leo Sveikauskas, Rachel Soloveichik, Corby Garner, Peter B. Meyer, James Bessen, Matthew Russell

引用次数: 0

Abstract

Experts in the System of National Accounts (SNA) recently considered whether marketing could be included as a capital asset in the national accounts and later recommended that marketing should be an intangible in the 2025 SNA (IMF, 2022, 2023). This paper prepares macroeconomic measures of the United States marketing stock and develops similar measures within 61 industries. We find that, from 1987 to 2020, marketing capital contributed approximately as much to output growth (0.18 percentage point per year) as R&D (0.15) or software (0.19) did. Software grew more rapidly, but marketing had a larger factor share. Marketing contributes even more to output growth if quality is adjusted to allow for the better targeting associated with digital advertising. There is a close relationship between data flows, software, and digital marketing and national accountants will have to allocate expenditures among these categories.

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美国 61 个行业的营销、其他无形资产与产出增长

国民账户体系（SNA）的专家们最近审议了营销是否可以作为资本资产纳入国民账户的问题，随后建议营销应作为无形资产纳入 2025 年国民账户体系（国际货币基金组织，2022 年，2023 年）。本文编制了美国营销存量的宏观经济计量指标，并在 61 个行业内制定了类似的计量指标。我们发现，从 1987 年到 2020 年，营销资本对产出增长的贡献（每年 0.18 个百分点）与研发（0.15）或软件（0.19）大致相当。软件增长更快，但市场营销的要素份额更大。如果对质量进行调整，使数字广告更有针对性，那么市场营销对产出增长的贡献会更大。数据流、软件和数字营销之间关系密切，国家会计师必须在这些类别之间分配支出。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.