Developing Strategic Marketing Positioning of the Accounting Profession

Marketing is important in modern business conditions for profit-oriented organisations and is undoubtedly one of the decisive factors for its long-term sustainability. The dynamic development of marketing strategies and tactics should be accompanied by adequate development of corresponding financial performance measures. The subject of this paper is to consider the possibilities for building a branding and marketing strategy for the accounting profession. The article aims to indicate the key steps as recommendations for the strategic marketing positioning of the accounting profession, which could serve as a practical framework.