Marketing Education for Accountants

Blanchette, David

doi:10.1177/027347539601800106

Cited by 5 publications

(5 citation statements)

References 10 publications

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“…A profi ssão contábil enfrenta desafi os, e esses, incluem aumento da concorrência, globalização, completude de transações comerciais, avanços tecnológicos, transformação digital, dentre outros desafi os (BLANCHETTE, 1996). Diante desse contexto, uma das implicações destes ambientes está na mudança, já que os contadores também precisam mudar, ou seja, se adequar, para atender seus clientes.…”

Section: Marketing Contábilunclassified

Influência do marketing na visibilidade, atração de clientes e desempenho de escritórios de contabilidade no Sul do Brasil

Batistella¹,

Pinheiro

Ransan³

2022

Desenv

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O Marketing surgiu com o objetivo de melhorar a relação entre empresa e cliente, bem como atender asperspectivas do consumidor, visando proporcionar melhorias para as partes interessadas. Os serviços contábeispermitem uma relação direta entre empresa e cliente, para tanto, técnicas para captação e manutenção dosclientes têm se tornado um diferencial no ramo contábil. O estudo busca analisar a influência do uso do mixmarketing nos escritórios de contabilidade. Foi realizada uma pesquisa, descritiva, quantitativa e do tipo survey.A coleta dos dados ocorreu através de formulário eletrônico enviado aos órgãos reguladores de contabilidade.Foram contatados aproximadamente 325 gestores de escritórios de contabilidade, dos quais, 65 apresentaramretorno. A análise foi realizada por meio de técnicas quantitativas de estatística descritiva e regressão linear. Osachados permitem afirmar que o uso dos P’s do marketing proporciona melhoria na captação de clientes,faturamento e rentabilidade financeira dos escritórios, conforme os respondentes. Esse estudo, contribui para oscontadores e órgãos de regulação, demonstrando que a profissão deve implementar inovação e uso de técnicas demarketing para promover e melhorar seus serviços. Também contribui para o âmbito acadêmico, pois apresentaachados importantes relacionados a área de marketing contábil, o qual ainda é pouco abordado no Brasil.

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Section: Marketing Contábilunclassified

Influência do marketing na visibilidade, atração de clientes e desempenho de escritórios de contabilidade no Sul do Brasil

Batistella¹,

Pinheiro

Ransan³

2022

Desenv

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“…1991;Gailey and Carroll 1993;Miller 1981;Newell 1994), one going so far as to offer a step-by-step format for the development of an interdisciplinary course (Newell 1994). Primarily, the emphasis in the literature has been on integration across the business disciplines (e.g., marketing and accounting in Blanchette 1996) or crossing business with courses in other educational areas (e.g., literature: Gailey and Carroll 1993;liberal arts: Hill 1990). Most often, these pieces are conceptual, offering suggestions on how and why things should be done with conjecture on issues of potential problems.…”

Section: Literature Reviewmentioning

confidence: 99%

Implementing an Interdisciplinary Marketing/Engineering Course Project: Project Format, Preliminary Evaluation, and Critical Factor Review

Skinner

McKeage²,

Seymour³

et al. 1999

Journal of Marketing Education

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This article reports on an innovative product development class project in which marketing and bio-resource engineering students work together. The project modifies a project suggested by Lunsford and Henshaw employing marketing and engineering students. The project is executed as a professional development activity designed to give students a broader perspective on their discipline as well as model the types of work teams they will experience on the job. This article describes the approach to the project used by the interdisciplinary team of instructors, the faculty and the students' responses to the project, and suggested improvements for further implementations.

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“…It incorporates traditional services marketing theory with development of critical marketing skills as identified by practicing professionals. Ten to fifteen years ago, professional services marketing courses emerged and several pedagogical papers were published (Blanchette, 1996;Gremler, Hoffman, Keaveney & Wright, 2000; McNeilly & Bar, 2001). However, compelling …”

mentioning

confidence: 99%

Teaching Graduate Accounting Students What They Need To Know About Marketing Their Profession

Hill

Johnson

2013

AJBE

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This paper describes a graduate professional services marketing class which focuses on experiential learning in the context of the accounting profession. It incorporates traditional services marketing theory with development of critical marketing skills as identified by practicing professionals. Ten to fifteen years ago, professional services marketing courses emerged and several pedagogical papers were published (Blanchette, 1996;Gremler, Hoffman, Keaveney & Wright, 2000; McNeilly & Bar, 2001). However, compelling changes in professional practice and the economic climate have significantly impacted the accountant, resulting in the need to understand a new generation of marketing skills. Emphasis is placed on the role and importance of trust, interpersonal relationships, and understanding of the market and client. Students form "firms" that compete in a structured project where they research the potential client, write a formal response to a proposal, make presentations, and compete with each other for a new client engagement. Included are learning objectives (outcomes), detailed descriptions of instructional exercises, suggested readings and student assessment recommendations.Keywords: Professional Services; Marketing; Accounting; Proposal INTRODUCTION ervice professionals have experienced significant change stemming from the economic recession that started in 2008. Companies faced with cost-cutting initiatives have cut professional services or pressured providers to reduce service fees. Professional service firms have responded to this economic reality by implementing such tactics as value pricing, launching social media efforts, and implementing more customer satisfaction programs (Baker, 2009;Bildstein, 2010;Andrew, 2011). For example, a 2011 survey conducted by the American Institute of Certified Public Accountants highlights the impact of the economy by reporting that a top issue common to all firm sizes is growth, with bringing in new clients and retaining current clients ranking high in importance (American Institute of Certified Public Accountants, 2011). More recently the 2013 Private Companies Practice Section (PCPS) CPA Firm Top Issues survey noted that accounting firms are pursuing new clients with vigor (Drew, 2013).In response to these and other developments, we propose a contemporary marketing course intended for master-level students entering a profession. Service professionals experience unique marketing challenges. Primary among these is the need for the professional to market their knowledge, capabilities and skills, which form the basis of their market offer. Because the knowledge and skills of service professionals are the product; personal integrity, responsiveness, credentials, experience levels, personalities, communication skills, service attitudes, and other characteristics of the professional are critical attributes sought by the client (Stanny, Anderson, & Nowak, 2000). Challenges include the ever-changing relationship with a client, commoditization of services, emergence ...

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Marketing Education for Accountants

Cited by 5 publications

References 10 publications

Influência do marketing na visibilidade, atração de clientes e desempenho de escritórios de contabilidade no Sul do Brasil

Influência do marketing na visibilidade, atração de clientes e desempenho de escritórios de contabilidade no Sul do Brasil

Implementing an Interdisciplinary Marketing/Engineering Course Project: Project Format, Preliminary Evaluation, and Critical Factor Review

Teaching Graduate Accounting Students What They Need To Know About Marketing Their Profession

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