Developing the marketing concept in public accounting firms |
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Authors: | Tyzoon T. Tyebjee Ph.D. Albert V. Bruno Ph.D. |
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Affiliation: | (1) University of Santa Clara, Santa Clara, USA |
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Abstract: | As the American Institute of Certified Public Accounts relaxes its practice development restrictions, CPA firms find themselves with a need to develop more aggressive approaches to the markets they serve. This paper focuses on the development of a marketing strategy for an illustrative market, that of small, rapidly-growing high technology firms. Results from a telephone survey of company executives serve as the basis for strategy development. In addition, the evaluation of a small firm and its accounting needs are provided in a hypothetical example to dramatize the conclusions. The results suggest that the burden may be on CPA firms to anticipate, recognize, and meet the accounting needs of their clientele. |
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