MUHASEBE FİRMALARINDA PAZAR ODAKLILIK VE İLİŞKİSELPAZARLAMA

Muhasebe mesleği değişen ekonomik koşulların olumsuz etkisini hissetmektedir ve faaliyetlerini değişen koşul ları temel alarak şekillendirmektedir. Bu faaliyetlerden önemli bir tanesi muhasebe meslek mensuplarının pazarlama fonksiyonuna bakış açısındaki değişimdir. Bu çalışmada; değişen koşullara ayak uydurabilmek için muhasebe firmalarının gerçekleştirmesi gereken, pazarlamaya ilişkin bir takım uygulamalardan söz edilmekte ve literatürde önemli derecede yer bulan pazar odaklılık ve ilişkisel pazarlamanın muhasebe firmaları tarafından önemi ortaya konulmaya çalışılmaktadır

Anahtar Kelimeler:

Muhasebe mesleği, profesyonel hizmetler, pazar odaklılık, ilişkisel pazarlama

In today’s economic world, changes in economic conditions force firms to apply for new methods or conceptsin order to stay competitive. Firms now figure their operations according to these changing conditions. One ofthese changes that economically affect the firms’ approaching to the market is the way they view their practicesin marketing. There are new approaches that accounting firms could apply in order to remain competitive. These are market orientation and relationship marketing that are especially important for small accounting firmschallenging the larger ones. In this study, accounting profession, as a professional service provider, and their view of marketing is evaluated. Then the importance of market orientation, more specifically customer orientation, and relationship marketing is stressed for accounting firms

Keywords:

Accounting profession, professional services, market orientation, relationship marketing,

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