Marketing for CPAs, Accountants, and Tax Professionals

by William Winston

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)

• ISBN10: 1560248734
• ISBN13: 9781560248736
• Publish Date: 10 May 1995
• Publish Status: Out of Print
• Out of Print: 23 June 2021
• Publish Country: US
• Publisher: Taylor & Francis Ltd
• Imprint: Routledge
• Format: Paperback
• Pages: 387
• Language: English