Developing the marketing concept in public accounting firms
Tyzoon T. Tyebjee Ph.D., Albert V. Bruno Ph.D.
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 1
Abstract
As the American Institute of Certified Public Accounts relaxes its practice development restrictions, CPA firms find themselves with a need to develop more aggressive approaches to the markets they serve. This paper focuses on the development of a marketing strategy for an illustrative market, that of small, rapidly-growing high technology firms. Results from a telephone survey of company executives serve as the basis for strategy development. In addition, the evaluation of a small firm and its accounting needs are provided in a hypothetical example to dramatize the conclusions. The results suggest that the burden may be on CPA firms to anticipate, recognize, and meet the accounting needs of their clientele.
Keywords
Chief Executive Officer, Audit Financial Statement, Marketing Concept, Chief Financial Officer, Client Firm
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