Marketing for Attorneys and Law Firms

Front Cover
Psychology Press, 1993 - Business & Economics - 323 pages
1 Review
Marketing for Attorneys and Law Firms presents timely topics which are well-researched and written by a fine array of authors from around the country. As attorneys are becoming more interested in marketing and how it can benefit their practices, this book is an important tool. It aids attorneys as they evaluate and improve old marketing strategies and create new marketing strategies where such advertising was neglected. It is an ideal readings text for today's attorney and legal consultants who wish to obtain a better insight into select aspects of marketing the law firm.

This is the only readings book that focuses on these areas: applications of marketing planning, attorney selection by consumers, and client and provider attitudes toward legal services. Part Two thoroughly examines various aspects of how clients select and evaluate the performance of legal services. Today's attorneys must first fully understand what their clients perceive about their services before jumping into marketing their services. This section provides insight that most attorneys would normally not investigate and lays the groundwork for the development of marketing programs. Part Three addresses the wide use of legal advertising, and again provides insight into what clients and attorneys think and perceive about various forms of advertising the law firm. This provides a base from which attorneys who are planning to advertise may be able to prevent failure and promote a greater level of success for the advertising program.

Applied mainly to private legal practices and clinics, some of the specific topics covered in the three sections include consumers’perceptions of attorneys and legal advertising; attorneys’perceptions of marketing and advertising; perceived risk in selecting an attorney and how consumers actually select attorneys; customer/client service attributes for attorneys; measuring the effectiveness of legal advertising; market planning and strategies for today's legal practice; promoting the legal practice; and developing referral and networking systems in legal practice.

For attorneys in private practice, law firm libraries and administrators, law professors who specialize in practice development, consultants who concentrate in legal practice marketing, law school libraries, and marketing professors and consultants who teach or consult in the professional service sectors should read this invaluable reference book.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Marketing Techniques
8
Conclusion
18
Market Positioning
24
Summary and Conclusions
32
Real Lawyers Dont Read
47
A MiddleoftheRoad
59
Conclusion
67
Methods of Establishing Fees
73
Research Objectives
192
Conclusions and Implications
199
Business Executives
205
Discussion and Implications
212
Methodology
221
Discussion and Implications
227
Consumers Perceptions of Selected Issues Relating
235
Conclusions
241

Summary
107
ProfessionalClient Model
113
PCM Evaluation
134
AttorneyConsumer Perceptions
141
Choice Criteria and Cue Usage in Selecting Lawyers
151
Conclusions and Implications
157
Method of Research
163
Implications for the Profession
169
Methodology
175
Do Attorneys Know Their Clients?
185
Advertising or Solicitation?
247
Discussion and Implications
253
Attitudes of Lawyers
259
A Comparison of Physicians and Attorneys Attitudes
269
Conclusions
277
Research on Legal Advertising
283
Conclusions
298
Methodology
308
Index
317
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information