Marketing for CPAs, Accountants, and Tax Professionals: 1st Edition (Paperback) book cover

Marketing for CPAs, Accountants, and Tax Professionals

1st Edition

By William Winston

Routledge

387 pages

Purchasing Options:$ = USD
Paperback: 9781560248736
pub: 1995-05-08
Currently out of stock
$68.95
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Hardback: 9781560248729
pub: 1995-05-16
Currently out of stock
$150.00
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Description

The contributing authors to Marketing for CPAs, Accountants, and Tax Professionals combine their expertise into a reference manual for today’s accountant. Presented in four sections, the book covers all areas pertinent to effective marketing for accounting firms in the 90s and beyond: The Marketing Process

  • Are Accountants Responding to the Challenge of Change?
  • Marketing by CPA Firms: Room for Improvement?
  • Has the Household User Profile for Accounting Services Changed?
  • The Small Accounting Firm: Managing the Dynamics of the Marketing Function
Perspectives on Marketing
  • Professional Tax Service Marketing From a Consumer Buyer Behavior Perspective
  • Price of Tax Preparation Services and the CPA Credential on Perceived Quality of Service
  • Marketing Implications for Small CPA Firms Based on Clients’ Criteria for Selection and Retention
Advertising
  • Advertising by Accountants: Attitudes, Practice, and Their Use of Marketing Tools
  • A Survey of the Utilization of Advertising by CPA Firms
  • The Changing Face of Accounting Advertising
Marketing Tools and Strategies
  • Marketing Financial Planning Services: Highlights of a Survey of CPAs
  • Strategic Marketing Planning for the Development of the Small Accounting Practice
  • A Complete Positioning Strategy for the Professional Services Firm
  • Practical Approaches for Evaluating the Quality of Professional Accounting Services
  • An Empirical Investigation of the Pricing of Professional Services (Applied to Public Accounting)

Table of Contents

Contents Introduction and Overview

  • Part One: Marketing Process
  • Marketing: Are Accountants Responding to the Challenge of Change?
  • The Service Marketing Process: A Case for Accounting Firms and Banks
  • Marketing by Professionals as Applied to CPA Firms: Room for Improvement?
  • Marketing Priorities and Practice Within the Accounting Profession: Does Formalization Make a Difference?
  • Has the Household User Profile for Accounting Services Changed With the Changing U.S. Environment During the Eighties?
  • The Small Accounting Firm: Managing the Dynamics of the Marketing Function
  • Part Two: Perspectives on Marketing
  • Priorities and Perceptions From the Client Point of View: Opportunities for Effective Marketing of an Accounting Practice
  • Different Perspectives on the Marketing of Accounting Services
  • Professional Tax Service Marketing From a Consumer Buyer Behavior Perspective
  • Effects of the Price of Tax Preparation Services and the CPA Credential on the Perception of Service Quality
  • Comparing Accountants' Perceptions Towards Marketing and Advertising in Hong Kong and Malaysia: A Preliminary Study
  • Clients' Selection and Retention Criteria: Some Marketing Implications for the Small CPA Firm
  •  Part Three: Advertising
  • Accountants' Attitudes Toward Advertising and Their Use of Marketing Tools
  • A Survey of the Utilization of Advertising by CPA Firms
  • False, Misleading, or Deceptive Advertising by CPA Firms: Opinion of Practicing Accountants
  • Advertising by Accountants: Attitudes and Practice
  • The Changing Face of Accounting Advertising
  • Attitudes Toward the Advertising by Lawyers, Doctors, and CPAs
  • Part Four: Marketing Tools and Strategies
  • Strategic Marketing Planning for the Development of the Small Accounting Practice
  • The Use of Marketing Plans and Advertising Among Accounting Firms: Is This Profession a Viable Candidate for Marketing?
  • Consumer-Oriented Financial Statements: The Changing Role of the CPA
  • Six Ps for Four Characteristics: A Complete Positioning Strategy for the Professional Services Firm (CPA Firm Example)
  • Marketing of Professional Services as Applied to Tax Professionals: Representation of the Client, Public, or Profession?
  • Practical Approaches for Evaluating the Quality Dimensions of Professional Accounting Services
  • An Empirical Investigation of the Pricing of Professional Services (As Applied to Public Accounting)
  • Persuasion Timing and Content in Public Accounting Practice
  • Marketing Financial Planning Services: Highlights of a Survey of CPAs
  • Index

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS027000
BUSINESS & ECONOMICS / Finance
BUS030000
BUSINESS & ECONOMICS / Human Resources & Personnel Management