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Internet als neues Arbeitsmedium: Implikationen für Marketing eines Steuerberaters

Internet als neues Arbeitsmedium: Implikationen für Marketing eines Steuerberaters

          
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About the Book

Inhaltsangabe: Zusammenfassung: Das Internet als neues Arbeitsmedium bietet dem Steuerberater - in einer Zeit zunehmenden Wettbewerbs - neue Möglichkeiten, mit Mandanten und Nicht-Mandanten in Kontakt zu kommen. Eine davon besteht darin, die eigene Kanzlei im World Wide Web vorzustellen und damit Informationen einem breiten Publikum zugänglich zu machen. Um diese Präsentation erfolgreich zu gestalten, ist die Beachtung marketingwissenschaftlicher Gesichtspunkte unerläßlich. Daneben sind auch berufsrechtliche Bestimmungen zu berücksichtigen: Die Freiheit zu werben ist für Steuerberater eingeschränkt; klare Regelungen bestehen jedoch nicht, was zu einer Rechtsunsicherheit führt. Es stellt sich somit die Frage, wie eine Kanzleivorstellung im Internet aussehen kann und darf. Ziel der Arbeit ist es deshalb, Gestaltungshinweise für die Erstellung einer Kanzlei-Präsentation im WWW aufzuzeigen und in einem weiteren, praktischen Schritt beispielhaft für eine Musterkanzlei umzusetzen. Als Ergebnis werden drei Webseiten vorgestellt, die auch in digitalisierter Form auf Diskette im Anhang der Arbeit auf Seite 51 beiliegen. Als Grundlage für die Ableitung der Gestaltungshinweise dienen wissenschaftliche Erkenntnisse des Marketings, die berufsrechtlichen Rahmenbedingungen und die Gegebenheiten des Internets. Dies führt zu folgender Vorgehensweise: Zunächst wird das Internet mit seinen Möglichkeiten zum Marketing vorgestellt, wobei die wichtigsten Dienste erklärt werden. Im weiteren Verlauf wird der Begriff der Steuerberater-Dienstleistung analysiert. Dessen Inhalt stellt die Ausgangsbasis für das Marketing dar, das anschließend erörtert wird. Hierbei werden Ziele, Probleme und Mittel des Marketings für den steuerberatenden Beruf erläutert. Zunächst soll berücksichtigt werden, daß das Marketing für den Steuerberater nicht uneingeschränkt möglich ist; danach werden mit Hilfe des Fachwissens konkrete Gestaltungshinweise für eine Kanzlei-Homepage vorgestellt. Hierbei sollen nicht


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Product Details
  • ISBN-13: 9783838619699
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 118 gr
  • ISBN-10: 3838619692
  • Publisher Date: 13 Dec 1999
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Implikationen für Marketing eines Steuerberaters
  • Width: 148 mm


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