Marketing principles and practice in the accounting profession: A review

The marketing advice published in professional accounting journalsis compared with empirical research on client priorities andaccountants′ marketing practices to date. The advice and clientliterature are found to be consistent in that both emphasise referrals,personal communications, practice specialisations and good workingrelationships. Accountants themselves also emphasised personalcommunication methods and referrals, although large firms tended to bemore systematic and sophisticated in the practice of advertising andpublic relations. There is less empirical evidence on accountants′marketing practices beyond their promotional activities. There seems tobe little use of formal market research and limited authority given tothose with marketing responsibility. It is concluded that bothaccountants and researchers should focus their attention on the ways inwhich the whole services marketing mix is used within the profession.