Marketplace Masters: How Professional Service Firms Compete to Win

By Suzanne C. Lowe | Go to book overview

Index
Page numbers in bold face indicate citations in tables or figures.
a
Account managers, 38 .
See Account planning
Account planning:
and “Accountability firm, ” 41 ;
to compete effectively, 11 ;
competency regarding, 214-16 ;
and data mining, 13 , 35 , 38 ;
used by L.E.K. Consulting, 148-55 ;
and relationship management programs, research findings about, 44-49 .
See also Business development;
Relationship management;
Strategic account management (SAM)
“Accountability” firm culture, 40-42
Accounting firms:
competition and, 4 , 5 , 8 ;
competitive intelligence project, inclusion in, 105 ;
use of data mining, 35 ;
and digging-deeper practices, 45 , 47 , 55 ;
and embedding innovation competencies, 60 , 62 , 63 , 68 , 71 ;
and licensure, 171 ;
and looking out techniques, 17 , 33 ;
ongoing learning, emphasis on, 165 ;
reports about tying promotion to the bottom line, 53-54 ;
Sarbanes-Oxley Act, affected by, 206 ;
as study respondents, 10
ACNielsen, Inc., 57 , 156-61 , 218
Advergames, 93 , 99 .
See also New services
Advertising firms:
competition and, 4 ;
involved in client reviews, 82 ;
without Chief Marketing Officers, 156
Advertising sector:
commoditization of, 92 ;
and the gaming and entertainment industries, 93 ;
marketplace shifts, 177
Aligning marketing strategies with culture:
competency regarding. 212-14 ;
competition and, 4 ;
and digging-deeper competencies, 11 ;
used by Egon Zehnder International, 139-48 ;
used by Kepner-

-245-

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