Marketing: um instrumento de comunicação para os escritórios contábeis em Goiânia

Abstract

The present work seeks to evaluate the advantages of using marketing as a communication tool for Goiânia's accounting offices. The research arose from the need to make the accounting professional recognized as an important part of the processes of any company, giving visibility and positioning this professional, with his knowledge and skills, as essential in a country with constantly evolving tax laws. The objective was to evaluate how marketing promotes competitive advantages for accounting offices if used as a communication tool, as well as to analyze the digital media used for this. To achieve these purposes, a qualitative research was carried out through a bibliographic survey of the scientific literature of the last 20 years, with a basic nature and descriptive character. The results show that accounting marketing produces relevant results in building the brand of offices and accounting professionals, both in the acquisition and retention of clients, in addition to being an important communication tool that brings accounting professionals closer to the client. It is concluded that the use of this tool must be adopted by the accounting offices of Goiânia so that they may disclose the work of this important professional, position their brand in the market and have an easier time in the acquisition of new customers.