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CPA firms' marketing strategies: The important role of alumni relations programs

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Venkatarama M. Iyer, Associate Professor (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: An accounting firm’s alumni can play an important role in the firm’s marketing strategy. Our study examines (1) how frequently accounting firms use various means of communicating with their alumni and (2) the effectiveness of alternative means of communication in terms of their association with alumni’s actions to benefit their former firm. Using data collected from CPA firm alumni through responses to a questionnaire survey, we find that alumni who have had more personal forms of contact are more likely to benefit their former firm. We also find that early contacts are important for establishing communication channels between the firm and its alumni. Moreover, contacts by former colleagues and supervisors seem the most effective.

Additional Information

Publication
Journal of Professional Services Marketing. Vol 21(1): 1-7
Language: English
Date: 2000
Keywords
Accounting firms, alumni, marketing of accounting services