Accounting Marketing: a research with accounting services firms in the State of Sao Paulo - Brazil

This article presents the final result of a research carried through between the last quarter of 2004 and the first quarter of 2005, to verify as 259 accounting services firms in the State of Sao Paulo use the Marketing tools. The study combined empirical research, bibliographical revision, and field research, with the use of a two parts questionnaire with 49 assertives. The research disclosed international experiences in the use of the Marketing that can contribute the firms have a better image for its customers, and for the development of its businesses. The data collected with the questionnaires had been treated by the Exploratory Factorial Analysis and the Differences Analysis. The gotten results had allowed to get six excellent factors, and had disclosed that the use of the Marketing tools is intuitive and embryonic in the sector The research supplies information that will serve of subsidy so that the accounting entrepreneurs adopt the Marketing tools as an alternative for bigger valuation of its services for the market, and an element of support to its business.