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Growing and marketing your practice by A. N. Grundy

By: Grundy, A. N.
Series: Accountants digest (ICAEW). Publisher: London, United Kingdom ABG Professional Information 2003Description: 36 p.ISBN: 1841403083.Subject(s): PROFESSIONAL FIRMS | MARKETING | ACCOUNTING FIRMS | ACCOUNTANTS OFFICE | CORPORATE STRATEGY | MARKETING
Contents:
INTRODUCTION: Why grow your practice? ; Growth life cycle and growth strategies ; The importance of marketing your practice ; UNDERSTANDING PRESENT POSITION: Using 'SWOT' analysis ; Beyond SWOT (1) - growth drivers ; Beyond SWOT (2) - the five competitive forces ; Beyond SWOT (3) - competitive benchmarking ; GROWTH OPTIONS: Mapping the business you are in ; Understanding your business value system ; Identifying and evaluating your growth options ; Bottom-up techniques - value and cost drivers, the uncertainty-importance grid and stakeholder analysis ; MARKETING YOUR PRACTICE: Defining marketing activities ; Prioritising marketing activities ; Monitoring their value ; Selling more to existing clients ; Facilitating the buying process ; SPECIAL PROBLEMS ENCOUNTERED WHEN GROWING AND MARKETING ACCOUNTING FIRMS: The 'we are not sales people' culture ; 'We are just too busy' ; 'We are the auditors' ; CONCLUSION - TEN STEPS TO DOUBLING YOUR PRACTICE REVENUES AND PROFIT
Summary: Asserts that accountants need to focus on growth strategies to grow their practices. Defines the elements of a growth strategy. Discusses the role of SWOT analysis to understanding a practice's present position. Covers problems that may be encountered when trying to grow a practice. Lists ten steps to take to double practice revenues.
Item type Home library Call number Status Date due Item reserves
Book Book New Zealand
224 GRO (Browse shelf) Available
Total holds: 0

INTRODUCTION: Why grow your practice? ; Growth life cycle and growth strategies ; The importance of marketing your practice ; UNDERSTANDING PRESENT POSITION: Using 'SWOT' analysis ; Beyond SWOT (1) - growth drivers ; Beyond SWOT (2) - the five competitive forces ; Beyond SWOT (3) - competitive benchmarking ; GROWTH OPTIONS: Mapping the business you are in ; Understanding your business value system ; Identifying and evaluating your growth options ; Bottom-up techniques - value and cost drivers, the uncertainty-importance grid and stakeholder analysis ; MARKETING YOUR PRACTICE: Defining marketing activities ; Prioritising marketing activities ; Monitoring their value ; Selling more to existing clients ; Facilitating the buying process ; SPECIAL PROBLEMS ENCOUNTERED WHEN GROWING AND MARKETING ACCOUNTING FIRMS: The 'we are not sales people' culture ; 'We are just too busy' ; 'We are the auditors' ; CONCLUSION - TEN STEPS TO DOUBLING YOUR PRACTICE REVENUES AND PROFIT

Asserts that accountants need to focus on growth strategies to grow their practices. Defines the elements of a growth strategy. Discusses the role of SWOT analysis to understanding a practice's present position. Covers problems that may be encountered when trying to grow a practice. Lists ten steps to take to double practice revenues.

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