Professional Accountancy Firms and Marketing

Abstract

This article examines the results of an empirical study into the position and role of marketing in professional accounting firms in the UK. The results show that marketing is now firmly established in organisational terms as a business function. However, the study indicates that while professional accounting firms are acquiring the ‘trappings' of marketing in the form of a marketing department and Chief Marketing Executive, they are still a long way from adopting the market-led customer-driven orientations implicit in the marketing concept.

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