Academic journal article Journal of Accountancy

What Are We Doing Right?

Academic journal article Journal of Accountancy

What Are We Doing Right?

Article excerpt

The adage that success breeds success holds true in marketing, according to August J. Aquila, PhD, senior vice-president, Practice Development Institute, Chicago. So how can firms find out what's working?

When planning marketing programs, firms should analyze past actions carefully to see whether and why they were successful. The survey below is a simple tool for firms to use when beginning this analysis because it offers firm leaders an overall picture of their marketing approach and how it's working. It also asks firm members to discuss their comfort with--and interest inactivities such as writing articles, public relations, seminars and selling. But even a very small firm can benefit from a brief, organized examination of its own efforts that can be accomplished by using this checklist.

1. How do you pursue new business?

2. How comfortable are you in executing the firm's marketing program?

3. Who in the firm should be responsible for marketing?

4. In which of these activities is the firm now involved:

a. …

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