Advertisement
Published in:
2009 | OriginalPaper | Chapter
Professional service firms
Author : Michael Morley
Published in: The Global Corporate Brand Book
Publisher: Palgrave Macmillan UK
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
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.