KEY POINTS > Image perceived internally vs. externally > Environment changes > Aligning competences, services and market > Change management > Measuring and rewarding systems WHAT HAS TO BE DONE > Understand current image >...

KEY POINTS > Practice’s image vs. firm’s image > Targeting (market and functions) > Practice maturity > Credentials > Cross-selling WHAT HAS TO BE DONE > Determine who should be interviewed > Within the firm (partners, COO, CFO,...

KEY POINTS > Perceived Image internally vs. externally > Operational implementation > Aligning brand strategy with firm’s strategy WHAT HAS TO BE DONE > Conduct publication and press analysis > Publications (brochures, Internet websites; product...

KEY POINTS > Aligning marketing plan with firms’ business plan > Professionalizing and structuring the marketing function > Planning: chargeable hour vs. non chargeable hour (business development, training, management) WHAT HAS TO BE DONE > Understand firm’s...