Caution: this legislation could hurt

The loss of investor confidence from financial misreporting and misbehavior over the last year or two has not only led to a drop in consumer confidence and wealth - with the concomitant loss in purchasing power and desire - but has also yielded the Sarbanes-Oxley Act of 2002. The Act applies primari...

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Veröffentlicht in:Brandweek 2003-04, Vol.44 (14), p.22
1. Verfasser: Schwartz, Malcolm
Format: Magazinearticle
Sprache:eng
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Zusammenfassung:The loss of investor confidence from financial misreporting and misbehavior over the last year or two has not only led to a drop in consumer confidence and wealth - with the concomitant loss in purchasing power and desire - but has also yielded the Sarbanes-Oxley Act of 2002. The Act applies primarily to CEOs and CFOs. However, marketing executives should also be concerned because smart companies will involve the whole executive team, and the whole organization, in complying with this new legislation. The Act is still being interpreted, so it is unclear as to how narrowly or broadly this certification will apply. To comply, companies will need good controls in place that lead to good business performance. Such controls in marketing would directly impact promotional activities more so than advertising.
ISSN:1064-4318