| Автор | Shepherd, C. David |
| Автор | Helms, Marilyn M. |
| Дата выпуска | 1996 |
| dc.description | ABSTRACTCompetitive pressures have forced professional service providers to consider advertising and other marketing techniques to retain and increase market share. This paper highlights advertising by accounting firms and focuses on a strategic-based marketing plan. Specific guidelines for developing and implementing effective, professional advertising programs for CPA firms are outlined. The customer focus, or client preference, approach is highlighted as the basis for the comprehensive marketing plan. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Advertising the Accounting Firm: A Review with Managerial Suggestions |
| Тип | research-article |
| DOI | 10.1300/J090v15n01_10 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 15 |
| Первая страница | 147 |
| Последняя страница | 156 |
| Аффилиация | Shepherd, C. David; The University of Tennessee at Chattanooga, School of Business Administration |
| Аффилиация | Helms, Marilyn M.; The University of Tennessee at Chattanooga, School of Business Administration |
| Выпуск | 1 |
| Библиографическая ссылка | Allen, Paul W. and Arnold, Danny R. 1991. “How to Develop an Advertising Program for an Accounting Practice.”. The CPA Journal, 61: 32–35. (April |
| Библиографическая ссылка | Allen, Paul W. and Herring, Dora R. 1991. “An Update on the Changing Standards for Promoting CPA Services.”. The Practical Accountant, 24: 43–49. (February |
| Библиографическая ссылка | Bates v. Stale Bar of Arizona. 1977. 97 S. Ct. 2961, 2699, 2700 |
| Библиографическая ссылка | Bradlow, David A. 1986. “Positioning the Professional Service Firm,”. Legal Economics, 12(No. 2): 30–35. February |
| Библиографическая ссылка | Brody, E. W. 1989. Professional Practice Development NY: Prager Publishers, Division of Freenwood Press, Inc.. |
| Библиографическая ссылка | Bunt, Dennis H. 1980. “Marketing Concepts for the CPA,”. Massachusetts CPA Review, 54(No. 2): 14–15. , March/April |
| Библиографическая ссылка | Cooper, William D. 1990. “Perceptions of CPAs Concerning Advertising.”. The CPA Journal, 60: 96–99. (April |
| Библиографическая ссылка | Emerson, James C. 1987. “Service is Still the Key,”. CPA Journal, 57(No. 3): 81–82. March |
| Библиографическая ссылка | Gillis, Phyllis and David, Gumpert. 1990. “Marketing to Professional Service Organizations,”. Public Relations Journal., 46(No. 5): 29 Maypp., 31 |
| Библиографическая ссылка | Granat, Jay P. 1991. “How to Create and Effective Advertisement.”. The CPA Journal, 61: 68 (January and 80 |
| Библиографическая ссылка | Hite, Robert E. and Kiser, Edward. 1985. “Consumer's Attitudes Toward Lawyers with Regard to Advertising Professional Services,”. Journal of the Academy of Marketing Science, 13(No. 2): 321–339. Spring |
| Библиографическая ссылка | Kotler, Philip and Bloom, Paul N. 1984. Marketing Professional, Services Englewood Cliffs, New Jersey: Prentice-Hall, Inc.. |
| Библиографическая ссылка | Marts, John A., Honeycutt, Earl D. Jr. and Kenan, Jane A. 1989. “How CPA Firms Market Their Services.”. Journal of Accountancy, 167: 111–113. (February |
| Библиографическая ссылка | Miller, John A. and Waller, Robin. 1979. “Health Care Advertising: Consumer vs. Physician Attitudes,”. Journal of Advertising, 8(No. 4): 20–29. Fall |
| Библиографическая ссылка | Morgan, Neil A. 1990. “Communications and the Reality of Marketing in Professional Service Firms,”. International Journal of Advertising, 9(No. 4): 283–293. |
| Библиографическая ссылка | Morgan, Neil A. 1990. “Implementary Marketing: Key Issues for Professional Service Firms,”. Journal of Professional Services Marketing, 6(No. 1): 7–16. |
| Библиографическая ссылка | Ott, Richard L, Andrus, David and Ainsworth, Penne. 1991. “Perceptions of Accountant Advertisements.”. The CPA Journal, 61: 74–75. (December |
| Библиографическая ссылка | Volpe, Thomas and Oliver, John. 1989. “How to Reach Personal Financial Clients Through Advertising.”. The CPA Journal, 59: 75–78. (December |
| Библиографическая ссылка | Wheatley, Edward W. 1983. “Auditing Your Marketing Performance,”. Journal of Accountancy, 156(No. 3): 68–75. September |
