Norton, Curtis L.
B.A. (Bachelor of Arts)
Department of Accountancy
Professionals in public accounting must meet two objectives: maintain a professional image and stay competitive within their industry. Unfortunately, sometimes these two objectives appear to work against each other. As professionals, some accountants feel that aggressive marketing techniques are not conducive to the image they are trying to uphold. However, it is possible for professionals to be aggressive and still maintain their status within the business community. The purpose of this thesis is to present methods and techniques that accounting professionals use to effectively market their services. The scope of my research was limited to articles found in professional journals and input received from accountants that I worked with during my internship last summer. Throughout my research, I found a number of different professional marketing techniques such as advertising, public relations, public speaking, prospecting, brochures and newsletters, and cross-selling. In addition, I discovered that most medium to large sized public accounting firms develop extensive marketing strategies to monitor and control their sales efforts. Public accounting is constantly becoming more competitive. Accountants who want to be successful will have to integrate marketing into their daily operations. In addition, students preparing to become CPAs must realize that interpersonal skills are just as important as technical ability.
Jones, Erik D., "How to stay competitive as a professional : the function of sales and marketing in public accounting" (1992). Honors Capstones. 629.
Northern Illinois University
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