marketing & sales

every activity performed in an accounting firm is visible and of concern to prospective clientele.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present. the following article appeared in the september 1980 issue of the virginia accountant. it is probably the first – or at least one of the first – articles on post-bates professional services marketing.

when, a few years ago, the codes of ethics were changed to allow straightforward marketing by professionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come.

more: let’s lose the word ‘image’ | marketing a fixed position in a moving world | how to build a marketing culture | have you planned how to service your new revenue? | why is change so hard for firms? | why value pricing works | why competition matters most
exclusively for pro members. log in here or 2022世界杯足球排名 today.

for generations, concepts of probity have pervaded public accounting. accountants were to be not merely independent, but well beyond the fray of public quarrel or exposure. the sword of the cpa has always been independence and, it was long felt, independence is compromised by public debate. and now comes marketing, the crux of which is visibility.
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it projects an infernal and involuted picture of things manipulated, unreal and untrue.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

some years ago, in a remarkably successful marketing move, a graphic designer specializing in logos, letterheads and the like came up with the concept of the corporate image. a brilliant concept, but more mirage than image.

more: marketing a fixed position in a moving world | accountants vs. lawyers: who wins the marketing battle? | professional services marketing requires flexibility | how to set marketing objectives | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
exclusively for pro members. log in here or 2022世界杯足球排名 today.

now one of the most successful operations in the marketing business, this company has managed to persuade its clients that corporate image is the key to corporate success. “image,” it seems, is the magic elixir. at many thousands of dollars a dose.
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three things to keep in mind.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

there is no great mystique to the marketing concept of positioning. while it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real.

more: accountants vs. lawyers: who wins the marketing battle? | the risk in not understanding risk | what your marketing program can and can’t do | nine reasons that prospects say yes | how marketing evolved to 3.0 | nine fundamentals for a healthy marketing culture in an accounting firm
exclusively for pro members. log in here or 2022世界杯足球排名 today.

like so many words used in marketing, positioning has come to be shorthand for some ideas that have come a long way in the pursuit of sound marketing practice. first popularized by ries and trout in their 1981 book, “positioning,” the concept took a basic advertising practice and codified it in a way that made it possible for other marketers to think differently about approaches to the market.
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