New Book Shows Accountants How to Compete Successfully

The ability to compete aggressively, enabled in 1977 by the U.S. Supreme Court, has altered the past, present and future of the practice of accounting, according to marketing legend Bruce W. Marcus.

In his latest book, Professional Services Marketing 3.0, Marcus shows how lawyers and accountants can seize the opportunities of a rapidly changing economic environment, an intensely competitive landscape, and a highly charged digital age. The author has been a professional services marketing professional since 1951, and a pioneer in law and accounting firm marketing. “Understanding the past, and the evolution of professional services marketing since it was made legal, and observing the evolution of the professional firm, foretells the future of both, and the opportunity to profit in it,” he noted.

“We see new kinds of firms, with new configurations, developed to improve productivity and client service,” he says. “We see new attitudes by the accountants and the attorneys, and new relationships between the practice professionals and the marketing professionals.”