Sage Journals: Discover world-class research

Abstract

The publications of seven major accountancy firms were surveyed in 1984/85. These firms are now able to market a whole range of services, and publications should have an important part to play here but, in fact, they are undervalued. The types of publications produced are reports, which are not considered in this account, brochures and technical booklets or guides: the last group is the most useful. The seven firms reviewed produced a total of 742 guides, many of high information content. Most frequent subjects were taxation and overseas business practices but the range was wide. Many are of particular interest to small businesses. Presentation is becoming more modern, but publicity is low and most reviews in the press are of the more traditional guides on, for example, taxation.

Get full access to this article

View all access options for this article.

References

Publicity and advertising - the new guidelines, Accountancy, The Institute of Chartered Accountants in England and Wales, Vol. 96, No. 1097, January 1985, pp. 87-88.

Publicity and advertising - the new guidelines, The Accountant's Magazine, The Institute of Chartered Accountants of Scotland, Vol. LXXXIX, No. 943, p. 36-37.

Wilson, R. , Will the campaigns improve?, The Accountant, 17 July, 1985, pp. 20-21.

Forsyth, P. , Nice guys do sell and it needn't be unethical, Accountancy Age, 5 July, 1984, p. 18.

Forsyth, P. , Practice Promotion Kit, The Institute of Chartered Accountants in England and Wales, 1985.

Forsyth, P. & Stenton, D. , The marketing and selling of accountancy services — systematic approach , Accountants' Digest, No. 140, 1983.

Lock, D. , Identify the image, then advertise, The Accountant, 1 November, 1984, pp. 6-7.

Fowler Social Security Scheme falters, The Guardian, 5 November, 1985, p. 1.

Fielding, L. , A survey of publications produced by chartered accountancy firms. M.Sc. Thesis , The City University, 1985.

Publications produced by major accountancy firms: an undervalued resource

Abstract

Get full access to this article

References