Naslov
Accounting, Auditing and Financial Professionals Value Marketing

Autori
Ozretić Došen, Đurđana ; Vranešević, Tihomir

Izvornik
Akademija MM (1408-1652) 4 (1999); 79-84

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing professional services; accounting; auditing; financial consulting

Sažetak
This article is the authors' attempt to present some of the marketing's structural aspects and key features of management skills of human resources (as an important and component part of any service) of the service companies that share common property ; they employ extremely qualified professionals and enjoy genuine reputation in the service sector. These companies have the valuable experience of marketing management of professionals who in turn are very capable individuals and who work on exceptionally intellectual and creative jobs. Having overcome many barriers, most of them of legal and ethical nature, marketing has only recently, even in the most developed countries, become a component part of corporate management and strategy of accounting, auditing and other companies that provide financial services. A significant portion of marketing activities of these companies, carried out in order to gain and maintain competitive edge, is concentrated on attracting and keeping in the company the best professionals that are available on the market. The knowledge, views and conduct of these professionals from constituent part of the services provided by the company. They are also the source for the differentiation of services. It is therefore vital, that the professional possess the basic marketing management knowledge, have the feel for public relations and that they understand and realize that their activities should include those that create recognisable service, market competitiveness and customer's satisfaction. The authors carried out the reconnaissance research on the views about the marketing of Croatian accounting, auditing and financial professionals experts. This was a continuation of the research (carried ot during 1999 by the authors and three more experts) on the marketing orientation of accounting and auditing companies in the Republic of Croatia summarized in the article. The objective of the research was to empirically obtain, the basic findings on their opinions and views about the marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA