Marketing in Auditing: Application of the 7P Model

Iranian Journal of Accounting, Auditing and Finance

مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 07 تیر 1402   

نوع مقاله: Original Article

شناسه دیجیتال (DOI): 10.22067/ijaaf.2023.81628.1313

نویسندگان

hossein fakhari^* ؛ Oktay yamrali؛ Meysam Shirkhodaie

babolsar pardis daneshgah

چکیده

Abstract

Effective and Efficient Marketing is a Tool to Promote any Business. Thus Trying to Formulate Criteria for Marketing Quality is a Controversial Topic in Marketing Studies. Despite this Importance, the Service Sector Requires Specific Marketing Criteria and a Separate Study due to its Different Nature., this research investigates the Possibility of Using 7p in the Auditing Profession as a dimension of Quality in marketing. In this study, a mixed method was used such that in the beginning a semi-structured interview instrument had been conducted. That is done by interviews conducted with 26 professional experts in 2022. The tactic used to achieve the research goal was content analysis. After the coding stage in order to extract the marketing techniques used by auditing firms in Iran, Saturation of data was obtained by conducting 21 interviews. After discovering the marketing techniques used by auditing firms, they have been ranked using the best-worst method by 8 auditing experts. The results of the ranking showed that the element of promotions with a weighting factor of 0.277 is in first place and the element of location is in seventh place with a weighting factor of 0. 0821. This finding can help policymakers in the auditing profession to plan a reasonable method for marketing in audit firms.

کلیدواژه‌ها

Marketing Mix؛ Audit Profession؛ the Best-Worst Method