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| Author: | Mangos, N. Roffey, B. Stevens, J. |
| Title: | Research note: marketing accounting services - a cross-cultural comparison |
| Journal: | International Marketing Review
1995 : VOL. 12:6, p. 68-81 |
| Index terms: | AUSTRALIA USA HONG KONG ATTITUDES RESEARCH |
| Language: | eng |
| Abstract: | This article reviews research on marketing attitudes, strategies and effectiveness of marketing tools in accounting firms in the USA, UK, Hong Kong and Australia, and compares the findings with a recent multiple case study of Australian accounting firms. The Australian study analysed firms' use/non-use of marketing plans, image development strategies and image perception, network/referral strategies, promotional and client acquisition practices, and strategies for building and maintaining client confidence. |
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