make the most of your marketing mix

"target market" illustration with arrow and bull's eyeupdating the five p’s.

by august j. aquila

forty-five years ago, in 1977, the landmark u.s. supreme court decision in bates & o’steen v. state bar of arizona, 433 u.s. 350 (1977) changed the accounting profession forever. that decision prompted accountants to pursue a wide range of marketing activities. and, ever since that eventful day, accountants have been struggling with the meaning of marketing and the impact of marketing on their practices.

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some would say that it has been the best thing that ever happened to the profession and others, of course, would voice just the opposite opinion. whichever side of the debate you are on, there is one certainty: marketing is here to stay.