A gestão da comunicação de marketing em empresas de serviços contábeis

Abstract

The breakthrough in the marketing study and more specifically on the variable promotion shows the range of tools that can use to communicate with your audience. As a result, accounting organizations are increasingly investing in a favorable environment to interconnect the variable marketing promotion with your type of business and thus positively influence the valuation of the accounting profession. Therefore, in view of this variety of communication tools, this work has the objective of analyzing which of these tools is most suitable for accounting services companies. The study is characterized as descriptive and qualitative, using a case study carried out at the company P & P Contabilidade e Consultoria Contábil. The data were collected through interview conducted with the marketing analyst, field visit and analysis of the website and social networks of the company. The results obtained by the research demonstrate marketing communication tools most suitable for accounting offices are Internet; Customer Training; Social media; Communication Mouth to Mouth; Public Relations, Service Points, and Frontline Staff. Thus, it is possible that accounting offices can manage their communication and their image, in order to reach its audience in an objective and precise way, always aligning with its principles.