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Client Speak: Is the Burden of AFA Here to Stay?

By Donald E. Aronson

Editor's Note: We welcome Don Aronson to our Board of Editors and as a regular columnist. Based in New York City, Don is a marketing and business consultant to professional services firms. His primary focus is on market research, involving interviews with senior executives of those firms' clients. Don was a pioneer in the use of client feedback interviews and surveys, having initiated them with his clients over 25 years ago when he was an Office Managing Partner with one of the Big Four accounting firms. Subsequently, he served as that firm's Chief Marketing Officer, during which time he formed and directed a fully integrated and professionally staffed marketing group located throughout the U.S. Don brings to professional services clients his long experience not only with the professional/client relationship, but also with a broad spectrum of marketing issues, including firm image, competitive positioning, marketing strategy and marketing programs

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