ISSN:
0265-1335
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Reviews research on marketing attitudes, strategies andeffectiveness of marketing tools in accounting firms in the USA, UK,Hong Kong and Australia, and compares the findings with a recentmultiple case study of Australian accounting firms. The Australian studyanalysed firms' use/non-use of marketing plans, image developmentstrategies and image perception, network/ referral strategies,promotional and client acquisition practices, and strategies forbuilding and maintaining client confidence. The study identified someconsistencies and differences in marketing strategies between small andmedium firms, and within the small and medium firm groups. The findingthat none of the firms in the study used systematic measures ofmarketing effectiveness was consistent with the majority ofinternational studies examined. Synthesizes the research findings inrelation to strategic services marketing, quality service management,and assessing marketing effectiveness, and raises future researchmethodological considerations.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02651339510103010
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