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.