| Автор | Allen, Paul W. |
| Автор | Arnold, Danny |
| Дата выпуска | 1991 |
| dc.description | This manuscript suggests that the marketing of accounting services may undergo radical change very soon in light of the AlCPAFTC agreement. The implications of the consent agreement are explored through the presentation of a hypothetical debate between a marketer and a CPA, with questions posed to the debaters by an intermediary. The CPA tends to respond conservativdy to the idea of making strategic changes to take advantage of the agreement; conversely, the marketer focuses on pointing out the potential opportunities which would be available to CPAs who wish to become more competitive. The six broad questions posed by the intermediary address the six basic matters included in the agreement. One question is devoted to each of the following issues: contingent fees, commissions, referral fees, solicitation, advertising, and trade names. After the debate, the CPA is exhorted to study the AICPA-FTC agreement and to consider its impact on the planning of both short- and long-range marketing strategies. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Different Perspectives on the Marketing of Accounting Services |
| Тип | research-article |
| DOI | 10.1300/J090v07n02_12 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 7 |
| Первая страница | 125 |
| Последняя страница | 135 |
| Аффилиация | Allen, Paul W.; Mississippi State University, Meridian, MS, 39307 |
| Аффилиация | Arnold, Danny; Mississippi State University |
| Выпуск | 2 |
