haku: @author O'Donohoe, S. / yhteensä: 7
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| Tekijä: | O'Donohoe, S. Diamantopoulos, A. Petersen, N. |
| Otsikko: | Marketing principles and practice in the accounting profession: a review. |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:6, p. 37-54 |
| Asiasana: | MARKETING ACCOUNTING PROFESSION |
| Kieli: | eng |
| Tiivistelmä: | Characteristics of the marketing of professional services and implications for accountants are reviewed. Some issues particularly relevant to the practice of marketing within the accounting profession /partial benefit marketing, capacity constraints, referrals, internal marketing, and regulation of accountant's marketing activities/ are discussed. Finding of client surveys are presented. There is little empirical evidence on accountant's advertising practices and marketing still seems to be an embryonic activity and philosophy within the profession. It is suggested that both researchers and practitioners should make better use of marketing services. |
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