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| Author: | Hamberg, N. |
| Title: | Case studies in marketing |
| Journal: | Journal of Accountancy
1991 : MARCH, p. 37-42 |
| Index terms: | ACCOUNTING ACCOUNTING POLICY |
| Language: | eng |
| Abstract: | The author reviews the practice of three firms in expanding their activities. The author makes the following points: 1) The firm has to create a good marketing plan. 2) Marketing must be directed to a specific audience. 3) The marketing plan involves asking and answering questions about why clients select one firm over another, which services they want and how much they are willing to pay. |
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