Is the traditional business model holding back the profession?
By Bruce W. Marcus
Professional Services Marketing 3.0
It’s not a race, nor are there prizes for the winner. But it has been suggested that personal financial planners trading in college, retirement and estate planning are light years ahead of the accounting profession in marketing.
More for CPA Trendlines PRO members: The Delicate Art of Positioning Your Firm in the Mind of the Prospect • Who’s Better at Marketing? Lawyers or CPAs? • Even a Random Disaster Can Be Controlled with Risk Management • Managing Risk in Client Relations • Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk • Four Essential Habits for Building Client Trust • The Nine Hallmarks of a Marketing Culture • The Four Cornerstones to Building A Marketing Culture • Getting the Client is Only Half the Battle • Practice Development: It’s Not Rocket Science • Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
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Bruce W. Marcus
About the Author
Bruce W. Marcus remains a pioneer in the modern practices of professional services marketing even after his death in 2014 at age 89. He is the author of the seminal work, Professional Services Marketing 3.0, published by CPA Trendlines. he Association for Accounting Marketing named a lifetime achievement award in his honor.
In 1951 (with a degree in Economics and Philosophy), he joined the then-Big Eight accounting firm, Peat Marwick Mitchell to establish the firm’s library, where he developed an article writing and seminar program that successfully promoted the firm’s reputation.
He has served as a public relations and marketing executive or consultant to most of the international accounting firms, and many large and small law firms.
His book, Competing For Clients (1986) was one of the first to delineate the new practices of professional services marketing, followed by more than a dozen books on professional services marketing, real estate marketing, investor relations, and international accounting standards.
His first newsletter, The Marcus Report (1986), was followed by the award-winning www.marcusletter.com in 1995 — one of the longest running letters on marketing for lawyers and accountants.
He served on the editorial boards of several leading professional services publications, a contributor to many publications, and has been a keynote speaker at major conferences.
He taught one of the first courses in professional services marketing at the Fordham University Graduate School of Business, and lectures frequently at the Fordham University Law School.Click here for more by Bruce W. Marcus