From the 1.0 of Bates to putting the client first.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines 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.
We live in a dynamic world, in which constant motion of events and social and economic structures continually alter the state of many activities and circumstances. For example, the advent of the personal computer in 1981 changed the way trade and commerce were done. This altered the nature of financial structures, industrial practices and communications. But it also gave rise to new laws and new needs in accounting and finance. It created a new business environment that affected all participants in the cycles.
MORE: How Marketing Evolved to 3.0 | Why Value Pricing Works | Accounting Marketing 3.0: New Rules | Accountants Don’t Sell Soap. | Why Competition Matters Most | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
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It’s an ongoing cycle that generates new problems and needs in many disciplines, including law and accounting. New financial instruments, new laws and regulations, new technology that accelerates the pace of doing business, growing internationalism, the expanding body of knowledge in so many areas and the rapidity with which it can be organized and retrieved, new demands from client – all substantially change the demands upon lawyers and accountants, and therefore, the structures and practices that professionals must adopt to stay abreast of their own clients.
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