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by KIM KAVIN Illustration / PETE REYNOLDS JUMPED 221 SPOTS Zoomin Groomin is joining the Franchise 500 for the first time. It’s debuting at No. 280. John Hewitt is amazed [...]

Byline: Priya Lalwani The second edition of CMOs' Charcha - Bengaluru Chapter 2023, held on October 6, brought together forward-thinking marketers, industry experts, and thought leaders. Presented by NewsFirst Kannada [...]

Financially, the pandemic years have been kind to Deloitte Digital's bottom line, with U.S. chief marketing officer Mark Singer characterizing them as a 'hypergrowth period.' The numbers bear that out, [...]

Byline: Adgully Bureau To attract and retain customers, brands especially new-age enterprises need to think beyond the traditional marketing models and offer an optimal mix of 'phygital' experience and 'convenience'. [...]

FMCG and retail REBOOT (2020) The fourth edition of the report examined how brands needed to 'reboot' their business models and partnerships to thrive in the new normal. It highlighted [...]

As most of the world is self-isolating, social media has provided consumers with connection outside of their immediate surroundings, helping to maintain relationships online. While businesses are under pressure to [...]

In today's professional environment, CPAs can select from a plethora of services to offer clients, despite a regulatory climate that might limit the services that some firms can offer. The [...]

ACCOUNTING SERVICES--COMPUTERIZED FUND ACCOUNTING ADVERTISING THE WETHERALL COMPANY 516-449-5661 Public Service Advertising and Analysis thewetherallcompany.com AUCTION SERVICES BiddingForGood, the leader in online auction fundraisers, helps schools and nonprofits Get More [...]

Kristy Armstrong, CPA, CGMA, is passionate about two things (well, three, if you count her dogs): She loves being an accountant, and she loves being a pilot. So, a few [...]

'Don't waste a good crisis' Denis O'Brien told us recently, and there has been no shortage of crises this year. But what does this mean for the accounting profession? Mary [...]

Byline: Lindsay Stein United Airlines Sounds like the set-up to a joke: A doctor, a giant show rabbit and a toddler board a plane, and wish they never had. The [...]

Today's business model holds that the brand is supreme, and nowhere is this maxim more applicable than in the hospitality industry. 'The hotel companies have done their research. They know [...]

As entrepreneurial businesses, accountancy firms have supplemented their traditional trade of selling accounting and auditing services by diversifying into a variety of other products and services. They have developed organisational structures and strategies to sell tax avoidance schemes to corporations and wealthy individuals. The sale of such services shifts tax burdens to less mobile capital and less well-off citizens. It also erodes the tax base and brings the firms into direct conflict with the state. This paper provides some evidence of the strategies and tactics used by accountancy firms to sell schemes that enable their clients to avoid corporate, sales and payroll taxes. Such strategies stimulate reflections upon the possible trajectories in the development of accountancy firms and social consequences of their trade. Keywords: Accountancy firms; Commercialisation: Tax avoidance; Offshore finance

Imagine that your contact at a certain customer changes. Not so bad, you say? Fine. Now try to imagine that your contact at each and every one of your customers […]

IRS recently cooperated on a program with H and R Block by which free H and R Block software was sent to taxpayers.? Some taxapyers objected to the apprearance that the IRS had given H and R Block personal information about them.? Also there were ethical questions about the government helping a business enterprise market its services.

Perhaps accountants are a bit narcissistic in their marketing efforts. What professional doesn't say he or she is doing a great job? A more interesting approach, rather than Self-promotion, uses [...]

This article presents data obtained from small U.K. accounting agencies to suggested that adopting a relationship marketing orientation can improve market performance. Integrating the Internet into this marketing method is discussed at some length in this article.

'Once CPAs understand ... that marketing includes nearly every activity in the firm, and realize its positive impact on profits and client service, the seeds to growing a culture can [...]

Many firms have a "rainmaker" or two who bring in the bulk of new engagements. For Meyners and Co., LLC, it was an arrangement that worked just fine as long [...]

Until recently, accounting firms were usually known by a litany of names that might change when someone became a senior partner or a named partner died or left. The actual [...]

Seminars have long been a common way for accountants to try to market services to potential clients. But the payoff is particularly good when the audience has been pre-selected, such [...]

EXECUTIVE SUMMARY * A FOCUS GROUP CONSISTING OF clients and local business leaders can help a firm gather insights to manage practice development in a changing marketplace. It's important to [...]

Online marketing within UK accounting services is discussed.

The marketing practices of small and medium sized accounting firms in the western New York area are discussed.

Accounting firms that wish to test how marketing oriented they are may use a nine-item checklist to ascertain if they are really doing all that can be done to improve client satisfaction. This checklist includes queries related to how a firm defines its business, how it researches client needs, how it segments the market and how it establishes a marketing strategy. The checklist also includes queries on how a firm innovates to improve service, how it utilizes the World Wide Web, how it employs direct marketing, how it deals with client complaints and how well it treats its employees., The marketing concept is among the most important philosophies that have influenced business today. It has enabled many consumer goods marketers to thrive in today's very competitive and difficult economic [...]

The accounting firm KPMG decided to strengthen its client relationships in an effort to differentiate itself from the competition. Management realized that a change in client building was needed because clients take technical and professional capabilities for granted. This new model of client relationship aims to find ways to address the business needs of the CEOs and directors of client organizations. The focus of the initiative is on the firm's lead partners, who are in close contact with clients. To train these partners, management decided that conventional training courses were not enough. In their place, a program that emphasized self-managed learning was formulated. The program, referred to as Beyond Best Practice, involves three stages. The first involves two and a half days in a residential setting, followed by five months of practical action and, finally, a one-day session with senior partners. The initiative was a success.

Accounting firms have been promoting themselves as client-service professionals that provide business solutions since the 1980s. In 1993, KMPG Peat Marwick released a 10-minute video that drew attention to the threat of international competition and proposed its own solutions. This self-promotion strategy is examined to gain a better understanding of how corporate advertising seeks to influence the attitudes and behaviors of its different audiences, and how cultural products may affect people's perception of the socially defined roles of audit professionals. Analysis of the video reveals that it seeks to convey the firm's commitment to its clients in an increasingly globalizing marketplace through the use of mythic concepts about markets, competition, freedom and social Darwinism.

Accounting professionals need to adopt effective marketing principles, practices and strategies in order to remain competitive. Marketing-oriented accounting firms need to fully grasp the requirements and desires of clients and satisfy these more efficiently than their competitors. They must continually adapt to effectively satisfy these needs and wants which, along with the tools to satisfy such needs and wants, are constantly changing., As a result of increased competition, accounting practitioners must develop a marketing strategy, or if they already have one in place, ascertain that it is truly effective. The authors describe [...]

A relaxed regulatory atmosphere in Washington has allowed accounting firms to expand to all kinds of law practice, either by themselves or through affiliated firms. The large accounting firms have even gone beyond tax law and into into various other commercial services. This began in the early 1980s, when due to Congress's simplification of the Internal Revenue Code the income tax preparation market started to flatten and accounting firms looked for new sources of income. Law firms are very worried about this trend.