Marketing legal services to medium-sized companies

摘要: This thesis examines marketing and buying of legal services in the context medium-sized companies from theoretical empirical perspectives. The foundations for market are laid by studying particularities their intrinsic challenges marketing. Different ways to segment examined, including client-led segmentation, which includes segmentation client size, such as companies. After marketing, this forces macro- micro-environment responsible driving or hindering development strategic initiatives law firms. Taking standpoint corporate buyers services, also purchasing behaviour different stages organisational process. research considers both Managing partners directors were interviewed regarding organisations. interviews covered matters organisation, information, policies, well strategies tactics. Mirroring literature review, decision-makers was studied empirically.