Accounting Ethics
             When examining the effect of open marketing on the profession of
             accounting it is important to view it from three perspectives: the
             client's, the profession's, and society's. Additionally, two key areas
             that are affected by marketing must be addressed, these are concerning
             competition, and ethical implications. Marketing in public accounting is
             here to stay therefore making an argument against its existence would be
             fruitless; however, in order to achieve maximum benefit to the firm, the
             client, and society more stringent guidelines must be implemented at the
             firm level. The first, and most obvious, of the effected areas is
             competition. Within competition several points are discussed. First,
             the implications advertising has on public accounting-- the model of
             perfect competition versus the model of monopolistic competition.
             Secondly, the relationship between firm size and advertising expenditures.
             Thirdly, the effect of advertising on firm specialization, the
             implications of client turnover on public accounting practice.
             Before making the comparison, a brief explanation why the two
             models are chosen is in order. Monopolistic competition has been chosen
             for the pre-advertising era because it most closely resembles the market
             structure in an extreme sense. The elements of monopolistic competition
             are as follows: product differentiation, the presence of large numbers of
             sellers, and nonprice competition. Although accounting services between
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