When examining the effect of open marketing on the profession of
accounting it is important to view it from three perspectives: the
client's, the profession's, and society's. Additionally, two key areas
that are affected by marketing must be addressed,
these are concerning competition, and ethical implications. Marketing in
public accounting is here to stay therefore making an argument against its
existence would be fruitless; however, in order to achieve maximum benefit
to the firm, the client, and s ociety more stringent guidelines must be
implemented at the firm level.
The first, and most obvious, of the effected areas is competition.
Within competition several points are discussed. First, the implications
advertising has on public accounting-- the model of perfect competition
versus the model of monopolistic compet ition. Secondly, the relationship
between firm size and advertising expenditures. Thirdly, the effect of
advertising on firm specialization,......
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Approximate Word Count: 1850
Approximate Pages: 8 (260 words per double-spaced page) |