Implementing Strategic Marketing Programs in Law Firms

Abstract

In response to intense competition, a growing number of law firms are introducing marketing programs. Many of these programs receive little acceptance and support from the attorneys who work in these firms. This article explains why. New methods for developing strategic marketing plans are proposed along with improved methods for ensuring implementation by both attorneys and staff. [Single or multiple copies of this article are availablefiom The Haworth Document Delivery Service: 1-800-342-9678, 9:OO a.m. -5:OO p.m. (EST).]Partners and attorneys in law firms are spending an increasing amount of time and money marketing their services to clients. Intense competition in most practice areas is making this a necessity. An emerging Literature and a growing number of consultants are proposing marketing programs for legal service providers (Meyers, 1988;Clarke, 1989;Marquis, 1992). Much of this work is helpful in outlining alternative strategies and components of the marketing mix. Its biggest failing is the lack of attention to the Kurt E. Schimmel and T i R. V. Davis are both affiliated with Cleveland State University.Please address all correspondence to Tim

Public legal service agencies relationship marketing strategies

“…The setting can offer either face-to-face or long-distance interaction. The total performance is the dynamic result of the interaction of the actors, audience, and setting [1][2][3].…”

“…According to this framework, the elements of the service marketing variables include the service's invisible organization and system, and visible elements which include inanimate environment, the contact personnel, and both customer A and B. The bundle of service benefits a customer receives grows out of the interaction with contact personnel and the inanimate service environment [1][2][3].…”

“…The support part includes the technology, management or supervision, and support functions/persons behind the scenes that help create the service interaction. In the service production system framework, much of what passes for a service experience is the result of significant effort behind the line of visibility [1][2][3].…”

“…According to Grönroos (1990) relationship marketing is to establish, maintain and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties are met. In contrast, Morgan and Hunt (1994, p.22) concentrated on relational exchanges, stating, "relationship marketing refers to all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges", while Peelan, Ekelmans, and Vijin (1989) emphasized the mutual influence that the parties exerted upon each other over a long period [1][2][3].…”

“…The need to develop greater competitive advantages in the services arena has provided impetus for relationship marketing to become a topic of great interest to organizations, including law firms [1][2][3].…”