Marketing for CPAs, Accountants, and Tax Professionals

Front Cover
Psychology Press, 1995 - Medical - 387 pages
The contributing authors to Marketing for CPAs, Accountants, and Tax Professionals combine their expertise into a reference manual for today's accountant. Presented in four sections, the book covers all areas pertinent to effective marketing for accounting firms in the 90s and beyond: The Marketing Process
  • Are Accountants Responding to the Challenge of Change?
  • Marketing by CPA Firms: Room for Improvement?
  • Has the Household User Profile for Accounting Services Changed?
  • The Small Accounting Firm: Managing the Dynamics of the Marketing Function
Perspectives on Marketing
  • Professional Tax Service Marketing From a Consumer Buyer Behavior Perspective
  • Price of Tax Preparation Services and the CPA Credential on Perceived Quality of Service
  • Marketing Implications for Small CPA Firms Based on Clients' Criteria for Selection and Retention
Advertising
  • Advertising by Accountants: Attitudes, Practice, and Their Use of Marketing Tools
  • A Survey of the Utilization of Advertising by CPA Firms
  • The Changing Face of Accounting Advertising
Marketing Tools and Strategies
  • Marketing Financial Planning Services: Highlights of a Survey of CPAs
  • Strategic Marketing Planning for the Development of the Small Accounting Practice
  • A Complete Positioning Strategy for the Professional Services Firm
  • Practical Approaches for Evaluating the Quality of Professional Accounting Services
  • An Empirical Investigation of the Pricing of Professional Services (Applied to Public Accounting)
 

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Dry, dull, boring. Yes, marketing yourself to get a job is not the most exciting subject in the world, but it could be better than this! Read full review

Contents

Marketing Process
1
PERSPECTIVES ON MARKETING
4
ADVERTISING
5
MARKETING TOOLS AND STRATEGIES
6
Are Accountants Responding
11
Conclusion
20
Situational Analysis
26
Conclusion
34
Accountants Attitudes Toward Advertising
181
Differences Among Respondents
190
Previous Research
196
Discussion
208
Perspectives
218
Attitudes and Practice
225
The Changing Face of Accounting
233
Attitudes Toward the Advertising
249

Marketing Priorities and Practice
51
Discussions and Conclusions
66
Has the Household User Profile for Accounting
73
Conclusions
82
Repositioning
88
Priorities and Perceptions from the Client
97
Implications and Conclusions
105
of Accounting Services
113
Summary
124
Effects of the Price of Tax Preparation
137
Discussion and Managerial Implications
144
Comparing Accountants Perceptions Toward
151
Discussion and Implications
161
Conclusions
177
Attitudes of the Professionals
255
Strategic Marketing Planning
263
Market Development
269
The Use of Marketing Plans and Advertising
275
A Complete
295
Methodology
302
Conclusion
311
Conclusions
323
Overview of Service Quality
330
Managerial Implications
336
An Empirical Investigation of the Pricing
339
Accounting Practice
351
Index
369
Copyright

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