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Article
Advertising the Accounting Firm: A Review with Managerial Suggestions
Journal of Professional Services Marketing (1996)
  • C. David Shepherd, Georgia Southern University
  • Marilyn M. Helms
Abstract

Competitive pressures have forced professional service providers to consider advertising and other marketing techniques to retain and increase market share. This paper highlights advertising by accounting firms and focuses on a strategic-based marketing plan. Specific guidelines for developing and implementing effective, professional advertising programs for CPA firms are outlined. The customer focus, or client preference, approach is highlighted as the basis for the comprehensive marketing plan.

Keywords
  • Competitive pressures,
  • Professional service providers,
  • Competitive advertising,
  • Market share,
  • Strategic marketing
Publication Date
1996
Citation Information
C. David Shepherd and Marilyn M. Helms. "Advertising the Accounting Firm: A Review with Managerial Suggestions" Journal of Professional Services Marketing Vol. 15 Iss. 1 (1996)
Available at: http://works.bepress.com/c_david_shepherd/37/