TY  - JOUR
AB  - The marketing advice published in professional accounting journals
is compared with empirical research on client priorities and
accountants′ marketing practices to date. The advice and client
literature are found to be consistent in that both emphasise referrals,
personal communications, practice specialisations and good working
relationships. Accountants themselves also emphasised personal
communication methods and referrals, although large firms tended to be
more systematic and sophisticated in the practice of advertising and
public relations. There is less empirical evidence on accountants′
marketing practices beyond their promotional activities. There seems to
be little use of formal market research and limited authority given to
those with marketing responsibility. It is concluded that both
accountants and researchers should focus their attention on the ways in
which the whole services marketing mix is used within the profession.
VL  - 25
IS  - 6
SN  - 0309-0566
DO  - 10.1108/03090569110145402
UR  - https://doi.org/10.1108/03090569110145402
AU  - O′Donohoe S.
AU  - Diamantopoulos A.
AU  - Petersen N.
PY  - 1991
Y1  - 1991/01/01
TI  - Marketing Principles and Practice in the Accounting
Profession: A Review
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 37
EP  - 54
Y2  - 2024/04/20
ER  -