Professional service firms

Michael Morley

Chapter 8 in The Global Corporate Brand Book, 2009, pp 102-111 from Palgrave Macmillan

Abstract: Abstract Professional service firms have emerged from their cosy, clubbable and protected past into the bright sunlight of 21 st century global free trade. The most successful practitioners have understood the importance of branding to their continuing success. Most practice principally in the arena of business to business: accountants and auditors, management consultants and lawyers all now rely on business clients for the lion’s share of their revenues, as also do advertising and PR agencies, architects and even branding consultants. Others, medical practices among them, are still primarily engaged in relationships with individual consumers.

Keywords: Professional Service Firm; Century Global Free Trade (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1057/9780230239456_9

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