{"id":107252,"date":"2023-02-03t11:55:01","date_gmt":"2023-02-03t16:55:01","guid":{"rendered":"\/\/www.g005e.com\/?p=107252"},"modified":"2024-09-01t14:48:48","modified_gmt":"2024-09-01t18:48:48","slug":"how-marketing-in-accounting-has-evolved","status":"publish","type":"post","link":"\/\/www.g005e.com\/2023\/02\/03\/how-marketing-in-accounting-has-evolved\/","title":{"rendered":"how marketing in accounting has evolved"},"content":{"rendered":"

\"\"<\/a>from the 1.0 of bates<\/em> to putting the client first.<\/strong><\/p>\n

by bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n

editor\u2019s 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\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n

we live in a dynamic world, in which constant motion of events and social and economic structures continually alter the state of many activities and circumstances. for example, the advent of the personal computer in 1981 changed the way trade and commerce were done. this altered the nature of financial structures, industrial practices and communications. but it also gave rise to new laws and new needs in accounting and finance. it created a new business environment that affected all participants in the cycles.<\/p>\n

more: <\/b>how marketing evolved to 3.0<\/a> | why value pricing works<\/a> | accounting marketing 3.0: new rules<\/a> | accountants don\u2019t sell soap.<\/a> | why competition matters most<\/a> | nine fundamentals for a healthy marketing culture in an accounting firm<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

it\u2019s an ongoing cycle that generates new problems and needs in many disciplines, including law and accounting. new financial instruments, new laws and regulations, new technology that accelerates the pace of doing business, growing internationalism, the expanding body of knowledge in so many areas and the rapidity with which it can be organized and retrieved, new demands from client \u2013 all substantially change the demands upon lawyers and accountants, and therefore, the structures and practices that professionals must adopt to stay abreast of their own clients.
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\ni think that in order to understand change, you have to start by recognizing that change is an evolutionary process, the result of which is that some thing or things are different than they had hitherto been.<\/p>\n

it\u2019s important to recognize as well the dynamic of today\u2019s society, in which events are impacted \u2013 sometimes randomly \u2013 by other events that are themselves impacted by unforeseeable events, and so on \u2013 all of which makes it impossible to accurately and consistently forecast. perhaps a simpler way to see this is what i call the address in space.<\/p>\n

my address in space<\/h3>\n

if you ask me where i live, i tell you that i live on the corner of x and y streets. it was there yesterday, it\u2019s there today and will be there tomorrow. but i live on a planet in space that\u2019s constantly in motion, as are the other planets in our orbit. my address in space, then, is always in relation to the other planets in orbit, and therefore, constantly changing.<\/p>\n

this dynamic between planets in motion exists between ideas and events as well, and is a major factor in the evolutionary process of change. this is how the evolutionary process works to create change \u2026<\/p>\n

\u2026 competition leads to …<\/p>\n

\u2026 responsiveness to the marketplace, which leads to \u2026<\/p>\n

\u2026 professional marketers, who are affected by \u2026<\/p>\n

\u2026 changing needs of clients (usually in their response to changing economic and social conditions, such as new laws and globalization) \u2026<\/p>\n

\u2026 which is enhanced by new technology, and \u2026<\/p>\n

\u2026 changing relationships between professionals and the marketers, which leads to \u2026<\/p>\n

\u2026 adapting firm structures to better serve both market and firm needs \u2026 which leads to \u2026<\/p>\n

\u2026 new kinds of law and accounting firms, which are more reactive to continuously changing economic and social environments and changing client needs.<\/p>\n

this is the process. because of the dynamics of events, most of which were unpredictable, the dynamic seems to have a life of its own. there are so many elements involved that are themselves constantly changing that looking at the professions pre-bates <\/em>\u2013 and including the 1977 bates v. state bar of arizona <\/em>u.s. supreme court decision itself \u2013 were unforeseeable, that (to borrow a phrase from adam smith), there seems to be an invisible hand at work. however, as we shall see further on, there are techniques to put oneself in rhythm with the process. in fact, it\u2019s possible to use the process for more effective planning.<\/p>\n

here\u2019s what actually happened \u2026<\/p>\n

    \n
  1. the bates <\/em>decision struck down the canons of ethics and code of professional conduct that prohibited frank marketing \u2013 the mandates against frank promotional activities.<\/li>\n
  2. this engendered a concept only vaguely understood by professionals at the time called competition. the problem at the time was that unlike the commercial world, there was neither history nor tradition in the commonly used marketing techniques. that meant a few years of groping \u2013 of trying to find our way to market within the profound limits of the legal and accounting professions, and of learning the differences between marketing a product and marketing a professional service. this is the phase that i call professional services marketing 1.0.<\/li>\n
  3. but a few firms \u2013 both legal and accounting \u2013 took the first steps in the competitive battle. significantly, as others saw that there might be merit in the process, they followed with their own versions of marketing \u2013 versions that were relevant to their own markets and their own skills. thus, the beginnings of the evolutionary process that produced not only change, but irreversible change. at the same time, the economic and social landscape began to change \u2013 specifically, globalization, technology, new laws and regulations.<\/li>\n
  4. professional services marketing began to settle in as a definable discipline. this accomplished the following \u2026<\/li>\n<\/ol>\n