Integrating the 7Ps Marketing Mix and Marketing 6.0 for Small and Medium-Sized Accounting Firms
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This academic article aims to explore the integration of the 7Ps marketing mix and the Marketing 6.0 concept for small and medium-sized accounting firms through a literature synthesis approach. The study focuses on identifying strategic directions that enhance professional image, build credibility, and establish long-term client relationships, enabling accounting firms to transition from being technical service providers to strategic partners that support the sustainable growth of SMEs. Traditional marketing strategies alone are insufficient for maintaining long-term competitiveness amid the economic, social, political, and technological pressures of the modern environment. Recent studies by the Hinge Research Institute (2025) and Kitces (2024) confirm that digital strategies such as artificial intelligence (AI), search engine optimization (SEO), and social media optimization (SMO) are crucial tools for fostering growth by increasing both the quantity and quality of organic website traffic and enhancing social media performance. Moreover, webinars and content creation serve as key mechanisms for establishing thought leadership and professional credibility. By leveraging the 7Ps marketing mix and the Marketing 6.0 framework, this article proposes a brand value proposition.
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