Marketing orientation in local auditing firms

Abstract

This study focuses on the adoption of marketing orientation in local auditing firms sector. Indeed, it is considered important as it aids top management of firms to establish that; marketing is not only about branding and advertising but incorporates other organisational aspects which are often not considered to form part of the marketing brief. Both the author's involvement and interest in this sector which encouraged this study to be developed. This study applied the Mc Kinsey's 7 S framework in analysing and stock taking the current situation. Furthermore, such model was used in putting forward a number of suggestions. Given the nature of the topic, an exploratory study was carried out which employed the use of both primary and secondary data. Primary data was collected from a number of experience surveys, all based on sample judgements. On the other hand, secondary data was obtained from a number of academic journals, trade journals and various internet websites. In addition, an extensive content analysis of websites was also carried out. The results of the study indicate that firms could be better geared for marketing as much more could be gained. A more holistic approach to the current marketing role and the marketing function by way of; strategy, systems, style, skills, staff, shared values and possibly a more formalised marketing department, would certainly contribute towards the gearing up for an improved marketing orientation. On the basis of the main model applied in this dissertation, this study concludes with a new marketing holistic perspective, as the way forward.