MARKETING EM ORGANIZAÇÕES CONTÁBEIS: percepções de gestores da microrregião de Ituiutaba

Abstract

Not long ago, accounting firms sought clients only by referral. Although important, the media and various social transformations have impacted organizations, creating a more competitive environment that requires, in addition to technical skills, the ability to align good marketing strategies. In this context, Minas Gerais ranks second in Brazil in the number of legal entities associated with the accounting area. Minas Gerais is divided into thirteen regions, one of which is Ituiutaba, which serves six municipalities, where Faculdade Mais is located. Thus, the question arose: What is the perception of managers of accounting organizations in the Ituiutaba micro-region regarding the use of marketing strategies as a competitive advantage? To answer this question, the general objective was defined: to analyze the perspective of managers of accounting organizations in relation to marketing strategies for developing competitive advantage. As a methodology, descriptive research with a qualitative approach was conducted, a digital questionnaire was created, which underwent pre-testing and was applied to 52 legal entities in the accounting area. The profile of the respondents is male, 46 years old or older, with higher education, partners or owners of legal entities in the accounting area, with extensive professional experience and tenure at the same company. Knowledge of marketing is average, the perception between competitive advantage and publicity is recognized as valid and the main impediments are: CRC, colleagues in the profession, and finance. Regarding marketing strategies in the accounting organizations, they were not recognized by most respondents, the most used type of marketing is internal, and the most used strategy is segmentation. Regarding the perception of the efficiency of marketing investments, social media and “word of mouth” stand out. Regarding the level of effectiveness, client referrals were the most perceived. There are few offices with websites, and marketing activities are carried out internally.