Schmitt, DanielaRebelo, Pedro Dickson2024-11-192024-01-232024-01-23http://hdl.handle.net/10362/175479This academic research examines Morais Leitão´s segmentation and targeting strategy to enhance efficiency and profitability. Additionally, it explores the correlation between Average Billing Rate and profitability and examining effective client manager roles. The study provides valuable insights for optimizing segmentation and targeting practices, ultimately contributing to improved operational efficiency and financial returns, ensuring a more efficient use of resources, and fostering improved client profitability.engStrategyCustomer segmentationBusiness developmentStrategicMorais LeitãoData analysisStrategic managementLegal sectorField labBusiness strategyMarketing strategyMarketing analyticsConsumer behaviorTarget marketmaster thesis203605845