engleski

Professional Services Management: How Accountants Respond to the Challenge of Change?

The accounting profession in Croatia has been undergoing significant changes in the past few years. The economic, political, cultural and technological environment ask for a continuous reshaping of accounting strategies. Operations, marketing and human resource management, as well as the global emphasis on customer service of accountancy firms have all influenced Croatia"s accounting profession, which is increasingly viewing its operations as a service business. The aim of research was to examine the marketing orientation of Croatia"s firms, to find out empirically extent to which they understand marketing and use marketing concepts, methods and techniques in their operations.

professional services; accounting and auditing services

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