Research note: marketing accounting services

Abstract

Reviews research on marketing attitudes, strategies and effectiveness of marketing tools in accounting firms in the USA, UK, Hong Kong and Australia, and compares the findings with a recent multiple case study of Australian accounting firms. The Australian study analysed firms′ use/non‐use of marketing plans, image development strategies and image perception, network/ referral strategies, promotional and client acquisition practices, and strategies for building and maintaining client confidence. The study identified some consistencies and differences in marketing strategies between small and medium firms, and within the small and medium firm groups. The finding that none of the firms in the study used systematic measures of marketing effectiveness was consistent with the majority of international studies examined. Synthesizes the research findings in relation to strategic services marketing, quality service management, and assessing marketing effectiveness, and raises future research methodological considerations.

INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

“…The authors found that accountants generally agree with the advertising ban in Hong Kong, a finding similar to the later work of Mangos, Roffey, and Stevens (1995). Yau et al (1995) found that CPA firms in Malaysia were more consumer-oriented and more positively oriented toward advertising as compared with Hong Kong firms.…”

“…Research by Watkins and Wright (1985) and Mangos, Roffey, and Stevens (1995) evaluated advertising by accountants. In their conceptual review piece, Mangos and his colleagues provided a cross-cultural comparison of marketing practices across the United States, the United Kingdom, Hong Kong, and Australia.…”

“…Malaysian firms were also significantly more inclined toward relaxing the advertising rules than were Hong Kong firms. Mangos, Roffey, and Stevens (1995) investigated accounting firms in Hong Kong, the United States, Australia, and the United Kingdom. They predicted that, with the exception of Hong Kong, accounting firms will expand their advertising in the near future, partly because of economic conditions, despite accountants' concerns that advertising could create negative images (Mangos, Roffey, and Stevens 1995;Yau and Wong 1989).…”

“…Mangos, Roffey, and Stevens (1995) investigated accounting firms in Hong Kong, the United States, Australia, and the United Kingdom. They predicted that, with the exception of Hong Kong, accounting firms will expand their advertising in the near future, partly because of economic conditions, despite accountants' concerns that advertising could create negative images (Mangos, Roffey, and Stevens 1995;Yau and Wong 1989). Wright, Watkins, and Chiplin (1986) discussed perceptions of the role of marketing and advertising in accounting firms in the United Kingdom.…”

Satisfaction and pricing for accounting services to very small enterprises

“…Mangos et al (1995), indeed, call for research in this field. Extant research focuses more on the perceptions of the clients towards accounting firms (Aga and Safakli, 2007) or their internal marketing (Chastor, 2000), such as motivating (Strawser et al, 1969) factors for workers in this industry.…”