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Sustainability of financial professional services through marketing strategy- an empirical research

Author

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  • Dutescu Adriana

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Popa Adriana Florina

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Dobre Florin

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Stanila Georgiana Oana

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

All types of companies providing financial professional services use, formally or informally, marketing principles and tools for the development of their business, in order to straighten their sustainability. By the end of 2009, in Romania, the financial professional services market has had a relatively constant and predictable development, the mandatory nature of these services being their most important promoter. This article presents the results of a survey aimed to highlight the impact of different marketing principles, techniques and tools on the sustainability of financial professional services in accounting and audit nowadays. The research is based on a questionnaire circulated to professionals with the relevant expertise in the financial-accounting domain. The number of responses obtained was considered meaningful, allowing the research results to be extrapolated to the entire studied population. The respondents, whose anonymity was respected, had multiple choice answers for most of the questions and also having the option of opened answers. The main findings of our research are a starting point in providing solutions to improve the sustainability of financial professional services through a coherent, innovative and effective marketing strategy.

Suggested Citation

  • Dutescu Adriana & Popa Adriana Florina & Dobre Florin & Stanila Georgiana Oana, 2017. "Sustainability of financial professional services through marketing strategy- an empirical research," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 11(1), pages 121-130, July.
    • Handle: RePEc:vrs:poicbe:v:11:y:2017:i:1:p:121-130:n:13
    DOI: 10.1515/picbe-2017-0013
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    References listed on IDEAS

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    1. Mohd Nizam Ab Rahman & Mahmood Doroodian & Yusniza Kamarulzaman & Norhamidi Muhamad, 2015. "Designing and Validating a Model for Measuring Sustainability of Overall Innovation Capability of Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 7(1), pages 1-26, January.
    2. David Selby & Paula Jones & Fumiyo Kagawa, 2009. "Sustainability Promotion and Branding: Messaging Challenges and Possibilities for Higher Education Institutions," Sustainability, MDPI, vol. 1(3), pages 1-19, August.
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