Marketing for Attorneys and Law Firms

by Winston; William

• ISBN13: 9781560243250
• ISBN10: 1560243252
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 1993-10-05
• Publisher: Routledge

Summary

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.

Table of Contents

Preface
Practice Enhancement and Marketing Strategies for Law Firms	p. 3
Marketing a Law Firm: It's More than Advertising	p. 21
Theory of Marketing: The Practice of Law	p. 35
Marketing Legal Services: Real Lawyers Don't Read Marketing Journals	p. 47
The Legal Service Strategic Market Plan	p. 51
Strategic Planning for Lawyers: A Middle-of-the-Road Approach Between Generalities and Checklists and Esoteric 'Star Wars' Research	p. 59
Fee Strategies for Legal Services Marketing	p. 69
The Internal Marketing of Legal Services: The Law Library	p. 79
Understanding the Nature of the Legal Services Act: Key to Effective Marketing	p. 95
Understanding Service Marketing: A Theoretical Analysis of Professional-Client Exchanges	p. 111
Congruence: Attorney-Consumer Perceptions of Marketing Mix Elements	p. 141
Choice Criteria and Cue Usage in Selecting Lawyers	p. 151
Selection of Legal Services: An Investigation of Perceived Risk	p. 161
Understanding How Clients Select and Evaluate Law Firms	p. 173
Attorney Advertising: Do Attorneys Know Their Clients?	p. 185
The Promotion of Legal Services: Business Executives' and Attorneys' Perceptions	p. 205
Media and Price Disclosure Effects in Legal Service Advertising: A Comparison of Attorney and Consumer Attitudes	p. 217
Consumers' Perceptions of Selected Issues Relating to Advertising by Lawyers	p. 235
Professionals' Use of Direct Mail Advertising: A Study of Attorneys' and Consumers' Attitudes	p. 245
Attitudes Toward the Advertising by Lawyers, Doctors, and CPAs	p. 257
A Comparison of Physicians' and Attorneys' Attitudes Toward Advertising	p. 269
Attorneys' Attitudes Toward Legal Advertising: A Longitudinal View	p. 281
A Two-Stage Model for the Evaluation of the Effectiveness of Legal Services Advertising	p. 303
Index	p. 317
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