Revitalize Your Firm's Marketing Strategy  

Oleh:

Andrew, Gordon G.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: Journal of Accountancy vol. 212 no. 1 (Jul. 2011), page 40-44.
Topik: Accounting Firms; Market Strategy; Research; Success Factors; Leadership

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ85.31 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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If you think there is room for improvement in your accounting firm's marketing and sales effort, you're in good company. A recent study by Broderick & Co, consisting of in-depth interviews with leaders representing 130 well-known professional services firms in accounting, law, executive search, management consulting, architecture, financial services and advertising, suggests that firms are seeking a higher return on their investment in marketing and sales. While nearly 80% of the senior managers ranked "branding, marketing and sales" as important success factors for their firm, only 50% gave their own firm high marks in those disciplines. Each year, CPA firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. Some accounting firms avoid the pitfalls of tactical soup by being selective in the type and volume of marketing tactics they apply.

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