Six marketing considerations. ALSO: Nine goals beyond getting new clients.
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.
Firm objectives are the context for marketing programs, which are, in turn, the blueprints for achieving firm objectives. To think of marketing otherwise is to court marketing programs that are irrelevant and unproductive.
MORE: How to Set Marketing Objectives | Nine Reasons That Prospects Say Yes | How Marketing Evolved to 3.0 | Accountants Don’t Sell Soap.
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The word market warrants some clear definition. A market is a group, of any size, with a common need or purpose. A market is a group that can be reached by common media. A market group is dynamic, subject to change, to reorganize, to respond to such external forces as the economy, law and regulation, and social factors.
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