Marketing für CPAs, Buchhalter und Steuerfachleute (Haworth Marketing Resou-

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Marketing for CPAs, Accountants, and Tax Professionals (Haworth Marketing Resou
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Book Title
Marketing for CPAs, Accountants, and Tax Professionals (Haworth M
ISBN
9781560248736
Kategorie

Über dieses Produkt

Product Identifiers

Publisher
Routledge
ISBN-10
1560248734
ISBN-13
9781560248736
eBay Product ID (ePID)
511851

Product Key Features

Number of Pages
387 Pages
Language
English
Publication Name
Marketing for Cpas, Accountants, and Tax Professionals
Publication Year
1995
Subject
Human Resources & Personnel Management, Marketing / General, Finance / General, General
Type
Textbook
Author
William Winston
Subject Area
Business & Economics
Format
Trade Paperback

Dimensions

Item Height
0.8 in
Item Weight
21.7 Oz
Item Length
9 in
Item Width
6 in

Additional Product Features

Intended Audience
College Audience
LCCN
93-041763
Dewey Edition
20
Illustrated
Yes
Dewey Decimal
657/.068/8
Table Of Content
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
Synopsis
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)
LC Classification Number
HF5657.W54 1995

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