What you need to know and why.
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.
Great turbulence in the accounting profession, as well as in the business world itself, make these difficult and unusual times. Public outcry against the misdeeds of a few accounting firms, corporations, investment bankers and others in government and the business community is tarring the innocent as well as the guilty.
MORE: How and Why Client Service Teams Work | When Clients Think They Know Marketing | How to Put Target Marketing into Context | Everyone in Your Firm Is Marketing | Professional Services Marketing Requires Flexibility | How to Set Marketing Objectives | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
Exclusively for PRO Members. Log in here or upgrade to PRO today.
In the meantime, the loss of Arthur Andersen and the consolidation of the now Big Five can alter the competitive landscape for firms of any size. It’s likely that the major firms will accelerate a long-standing practice of reaching into the low end of the market – the very market of the smaller firms. For the smaller firm, competition will come from unaccustomed quarters.
Can the small accounting or law firm successfully compete? History says yes, if the firm follows at least some of the following points…
TO READ THE FULL ARTICLE
