Marketing for CPAs, Accountants, and Tax Professionals

1st Edition

William Winston

Routledge
Published May 8, 1995
Reference - 387 Pages
ISBN 9781560248736 - CAT# HW11212

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Summary

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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