| Автор | Iyer, Venkataraman M. |
| Автор | Day, Ellen |
| Дата выпуска | 1998 |
| dc.description | ABSTRACTOne way accounting firms can identify potential sources of referrals and new business is to look to past employees, or alumni. Although major firms recognize the importance of maintaining relationships with their alumni, no prior research has directly examined alumni systems in CPA firms or other business organizations. Therefore, an exploratory study was conducted to identify characteristics of employee and alumni programs that appear to influence the marketing value of alumni. Results indicate that several variables affect an alumnus' identification with and predisposition to benefit the firm. Suggestions are offered on ways the firm can positively influence these variables. Many implications also apply to other types of professional services firms. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Тема | Accounting |
| Тема | CPA fims |
| Тема | referrals |
| Тема | relationship marketing |
| Название | CPA Firm Alumni as a Marketing Resource |
| Тип | research-article |
| DOI | 10.1300/J090v17n02_02 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 17 |
| Первая страница | 17 |
| Последняя страница | 29 |
| Аффилиация | Iyer, Venkataraman M.; Department of Accounting, Georgia College & State University |
| Аффилиация | Day, Ellen; Department of Marketing, The University of Georgia |
| Выпуск | 2 |
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