The marketization of accountancy

Article English EMBARGO
Picard, Claire-France;
(2015)
  • Publisher: Academic Press
  • Embargo end date: 2018-07-21
  • Identifiers: doi: 10.1016/j.cpa.2015.07.001
  • Subject: Accounting firms | Commercialization | Identity representation | Marketing expertise | Moments of translation | Neoliberalism | Comptabilité -- Marketing | Comptables -- Responsabilité professionnelle | Comptables -- Déontologie | Cabinets d'expertise comptable -- Marketing

The 1980s were marked by the introduction of marketing expertise into the accounting field as an influential area of knowledge. Previously disregarded and even formally forbidden by the profession, marketing initiatives became essential for the advancement of an increas... View more
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