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 questionnaire that may be used by accounting firms to help them determine and satisfy their...

A survey of 100 advanced accounting students was conducted to determine the opinions of accounting majors regarding such areas as why students choose accounting as a major, courses students felt were important and unimportant, and expectations regarding work and salary. The Key findings include:...

The authors demonstrate how a firm can determine whether it is really marketing oriented, i.e., following the marketing concept, the philosophy that considers satisfying the customer the major purpose of the organization. A nine-question checklist is provided for a firm to use in evaluating...