Marketing by Professionals as Applied to CPA Firms

The use of formal marketing techniques by professionals has increased dramatically over the past ten years. Most activity, however, has been concentrated in the area of advertising and publicity. This study examines the marketing practices of 550 CPA firms nationwide regarding product (service), place, price, and promotion activities. Professionals, esvecially larger and newer firms appear to be adopting marketing and long term plans. Promotional activities-such as advertising-are being utilized by professionals even though decisions about target mark and preferred services have not been made. Professionals are urged to adopt more formal marketing practices in order to prosper in a more competitive and dynamic marketplace.