Razvijanje strateškog marketing pozicioniranja računovodstvene profesije

Autori

  • Valentina Kaličanin Univerzitet u Beogradu, Fakultet organizacionih nauka, Srbija.
  • Vesna Damnjanović Univerzitet u Beogradu, Fakultet organizacionih nauka, Srbija
  • Milica Kostić-Stanković Univerzitet u Beogradu, Fakultet organizacionih nauka, Srbija
  • Snežana Knežević Univerzitet u Beogradu, Fakultet organizacionih nauka, Srbija https://orcid.org/0000-0001-9833-7274
  • Stefan Milojević Univerzitet „EDUCONS“, Fakultet poslovne ekonomije, Sremska Kamenica https://orcid.org/0000-0001-6240-6776

DOI:

https://doi.org/10.46793/Rev24108037K

Ključne reči:

ciljni marketing, marketing strategije, računovodstvena profesija, pozicioniranje, reputacija, performanse

Apstrakt

Važnost marketinga u savremenim uslovima poslovanja za profitno orijentisane organizacije je nesumnjivo jedan od presudnih faktora za njegovu dugoročnu održivost. Dinamičan razvoj marketinš- kih strategija i taktika bi trebalo da bude praćen adekvatnim razvojem korenspondentnih finansijskih mera performansi. Predmet ovog rada jeste sagledavanje mogućnosti za izgradnju strategije brendiranja i marketinga računovodstvene profesije. Cilj rada je ukazati na ključne korake kao preporuka za strateškom marketing pozicioniranju računovodstvene profesije, što bi moglo da posluži kao praktičan okvir.

Reference

2020 innovation (2024), How to market your accounting firm. https://www.2020innovation.com/latestnews-and-updates/how-to-market-your-accounting-firm (accessed on 24.05.2024)

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.

CPA.com (2024). 5 Key Principles of Successful Accounting Firm Marketing. https://www.cpa.com/sites/cpa/files/media/resources/whitepapers/5-key-principles-of-successful-accounting-firm-marketing-billcom-cpacom-BILL19.pdf (accessed on 25.05.2024)

Demko-Rihter, J. (2021). Role and Perspectives of the Accounting Profession in the Context of Industry 4.0.In: Janjić, V., Todorović, M., Malinić, D., & Jovanović, D. (Eds.), Accounting Knowledge as a Factor of Economicand Social Progress (pp. 324-336), Kragujevac, Serbia: University of Kragujevac Faculty of Economics.

Dorović, D. (2015). Measuring and Managing Financial Performance of Marketing Strategies (Doctoral Dissertation). University of Belgrade, Faculty of Organizational Sciences.

Duan, Q. (2024). The Impact of Artificial Intelligence on the Career Positioning of Accounting Personnel in Accounting Applications. Journal of Theory and Practice of Management Science, 4(01), 17–21. https:// doi.org/10.53469/jtpms.2024.04(01).04

Filipović, V., & Kostić-Stanković, M. (2009). Marketing Management. Belgrade: FON-Institute for Management.

Gajić, P. (2021). The Role of Accountants in the Future and Challenges for the Accounting Profession in Maintaining Its Significance. In: Janjić, V., Todorović, M., Malinić, D., & Jovanović, D. (Eds.), Accounting Knowledge as a Factor of Economic and Social Progress (pp. 79-97), Kragujevac, Serbia: University of Kragujevac Faculty of Economics.

Gorgieva-Trajkovska, O., Kostadinovski, A., & Jovanova, B. (2012). The role of promotion in the creation of a positive accounting firm image. Conference Proceedings, International Conference “The Role of Media in Promotion of Product and Service”, Skopje, Macedonia. ISSN 978-608-4691-01-3

Jaško, O., & others (2022). Management and Organization: A Guide for Preparing for the Entrance Exam on Master Academic Study Programs, FON, Belgrade.

Jetpack workflow (2024). 15 Smart Marketing Strategies for Accounting Firms in 2024. https://jetpackworkflow.com/blog/marketing-for-accounting-firms/ (accessed September 2024)

Kostić-Stanković, M., Filipović, V., & Vlastelica, T. (2020). Public Relations. Faculty of Organizational Sciences, Belgrade.

Lalić, S., & Tešić, D. (2018). Synergy of Marketing and Accounting in Function of Corporate Reputation Improvement. Accounting, Audit, and Business Finance in Modern Business Conditions, Proceedings, 55-60.

Lukić, J., Brkljač, M., & Perčić, K. (2019). Employer Branding as a Strategy for Attracting and Retaining Talent of the Millennial Generation. Marketing, 50(2), 83-93.

Miljanić, M. (2021). The Role of Corporate Social Responsibility in Employer Choice for Generations X and Z. University of Zagreb, Faculty of Economics.

Milojević, S., Knežević, S., Grivec, M., & Đokić, O. (2024). Cost Management of Healthcare Organizations for Financial Sustainability. Revizor - Journal for Organization Management, Finance, and Audit, 27(105), 47–59. https://doi.org/10.56362/Rev24105047M

Ognjanović, J., Milašinović, M., & Mitrović, A. (2024). The Issue of Accounting for Intellectual Capital in Financial Statements. Revizor - Journal for Organization Management, Finance, and Audit, 27(107), 19–27. https://doi.org/10.56362/Rev24107019O

Pejković, S. (2020). Employer Branding as a Strategy for Attracting, Hiring, and Retaining Talent. Department of Psychology, University of Sarajevo, Faculty of Philosophy.

Peršić, N. (2024). Marketing Plan of a Service Company. University Juraj Dobrila in Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković.”.

Unija Smart Accounting. (2024) https://unija.com/en/ (accessed September 2024).

Vizija Accounting. (2024). https://www.vizija-racunovodstvo.rs/ (accessed September 2024).

##submission.downloads##

Objavljeno

2024-12-31

Broj časopisa

Sekcija

Articles

Najčitanije od istog autora

1 2 > >>