When examining the effect of open marketing on the profession of

accounting it is important to view it from three perspectives: the

client's, the profession's, and society's. Additionally, two key areas

that are affected by marketing must be addressed, these are concerning

competition, and ethical implications. Marketing in public accounting is

here to stay therefore making an argument against its existence would be

fruitless; however, in order to achieve maximum benefit to the firm, the

client, and society more stringent guidelines must be implemented at the

firm level. The first, and most obvious, of the effected areas is

competition. Within competition several points are discussed. First,

the implications advertising has on public accounting-- the model of

perfect competition versus the model of monopolistic competition.

Secondly, the relationship between firm size and advertising expenditures.

Baltimore-Washington corridor. The industry experienced phenomenal growth

incurred. Put simply, a firm would not look kindly toward a partner who

integrity are questioned making it imperative that the AICPA create

drawbacks of this are increased overhead costs to firms, less stability,

The second pricing strategy which is cut-rate pricing provokes

of providing the same service to an existing client. When providing a

on any logical or professional basis. (Formichella p. 81)

must examine differences in independence, and integrity, and evaluate the

only hope is to emphasize "personalized service" in tax and full service

across an industry. Unfortunately the profession must rely on the

fee levels. While there may be justifications for

practical assumption state that firms which lowball would seek means to

are below cost pricing, and discount pricing. Many firms have adopted

Some common words found in the essay are:
Accounting Ethics, Marketing Guidelines, Mario Formichella, public accounting, client base, Mostad CPA, providing service, monopolistic competition, model perfect competition, perfect competition, client turnover, integrity profession, bottom line, advertising public, audit services, model monopolistic competition, cost providing service, relationship firm size, size advertising expenditures,
Approximate Word count = 1846
Approximate Pages = 7 (250 words per page double spaced)