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  • 标题:MARKETING MIX AND THE PROVISION OF ACCOUNTING SERVICES IN NIGERIA
  • 本地全文:下载
  • 作者:APPAH EBIMOBOWEI ; BANABO EKANKUMO
  • 期刊名称:Australian Journal of Business and Management Research
  • 电子版ISSN:1839-0846
  • 出版年度:2012
  • 卷号:1
  • 期号:12
  • 页码:19-32
  • 出版社:New South Wales Research Centre Australia (NSWRCA)
  • 摘要:

    This study examines marketing mix and the provision of accounting services in the Niger Delta of Nigeria. To achieve this objective, data was collected from primary and secondary sources. The secondary sources were from scholarly books and journals while the primary source involved a well structured questionnaire of three sections of sixty five items with an average reliability of 0.84. The data collected from the questionnaire were analyzed using relevant diagnostics tests and multiple regression models. The result revealed that marketing mix variables were positively correlated (0.05) to the provision of accounting services by professional accounting firms. Hence, the paper concludes that the application of relevant marketing mix variables of price, place, promotion and product contributes to the provision of accounting services. Relevant recommendations were provided that would enhance the marketing skills of professional accountants for efficient and effective service delivery to their clients were made. These includes; professional accountants need to expand their knowledge of marketing management; the syllabus of accounting programmes for professional and tertiary institutions should be reviewed to include courses in marketing management to enable students obtain knowledge of marketing; relevant professional accountancy bodies in Nigeria should also include marketing management as part of their training programmes.

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