every activity performed in an accounting firm is visible and of concern to prospective clientele.
by bruce marcus
professional services marketing 3.0
editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present. the following article appeared in the september 1980 issue of the virginia accountant. it is probably the first – or at least one of the first – articles on post-bates professional services marketing.
when, a few years ago, the codes of ethics were changed to allow straightforward marketing by professionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come.
more: let’s lose the word ‘image’ | marketing a fixed position in a moving world | how to build a marketing culture | have you planned how to service your new revenue? | why is change so hard for firms? | why value pricing works | why competition matters most
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for generations, concepts of probity have pervaded public accounting. accountants were to be not merely independent, but well beyond the fray of public quarrel or exposure. the sword of the cpa has always been independence and, it was long felt, independence is compromised by public debate. and now comes marketing, the crux of which is visibility.
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