ACCOUNTING MARKETING: AN EXPLORATORY STUDY WITH ACCOUNTING FIRMS IN SÃO PAULO CITY

Abstract

This research carried through an initial diagnosis on as the Accounting firms use the Marketing tools. It is a research carried through exploratory study in second half of 2003, that it combines the empirical research to identify important aspects of the current reality of the Accounting firms, bibliographical revision, field work using depth interview with five accounting firms of the city of Sao Paulo, and content analysis. It was verified that the use of the Marketing tools is embryonic in the sector and, as pointed for the analysis of international experiences, it can contribute for the Accounting firms to have better image before its customers, and for the development of its businesses. A challenge for the Accounting firms is the professionalization of its services, for the development of a personal mark, which can be mixed with the image of their partners, situation where the tools of Marketing can offer important contribution. The gotten results suggest the continuity of the studies, therefore the research allowed to identify assertive that will can be used for the construction of an attitudes scale, to be used in future research with a bigger amount of offices. The results to be gotten with the use of the scale could be used as subsidies so that the accounting entrepreneurs adopt the Marketing tools as an alternative for bigger valuation of their services for the market, and plus an element of support to its business.