Marketing the Law Firm: Business Development Techniques

Marketing the Law Firm: Business Development Techniques examines how marketing can improve client satisfaction and increase the bottom line for both corporate and consumer practices.
Publisher: ALM
eBook :epub
$723.00
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ISBN: 9781588522450
Publisher: ALM
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Book Edition: 53

Product details

Marketing the Law Firm: Business Development Techniques examines how marketing can improve client satisfaction and increase the bottom line for both corporate and consumer practices. No matter the size of your law firm, this pragmatic book shows you how to utilize client surveys, Web sites, brochures and collateral pieces, databases, newsletters, direct mail, seminars, special events, advertising, public relations, proposals, presentations, and interviews.Marketing the Law Firm: Business Development Techniques is filled with case studies and examples of real law firm situations to help you put these tools and techniques into practice—and use them effectively. You'll find out how to: make realistic, long-term marketing plans for the firm, practice groups or individuals; market online; market a new capability; cross-sell your firm's services; create an "alumni" relations program; discover new business opportunities through market research, charitable contributions, and sponsorships; use flat fees as a billing alternative; train your lawyers—and your support staff—to be good marketers; surmount marketing obstacles; budget for marketing time, expenses and compensation; and measure the effectiveness of your marketing efforts. You'll also get up-to-date information on Web sites, extranets, client advisory boards, niche marketing and the uses of intranets. An appendix provides law firm marketing resources, including organizations, publications and studies.

Table of Contents


Chapter 1: Overview of Marketing in a Law Firm

Chapter 2: The Obstacles to Marketing in a Law Firm

Chapter 3: Marketing Analysis and Planning

Chapter 4: Developing a Law Firm Image or "Brand"

Chapter 4A: Selecting Marketing Tools and Activities

Chapter 5: Client Relationship Management and Marketing Information Systems

Chapter 6: Marketing Collateral Materials

Chapter 7: Substantive Publications, and Other Client Communications

Chapter 8: Market Research and Intelligence

Chapter 9: Substantive Programs and Client Entertainment

Chapter 10: Advertising and Public Relations

Chapter 11: Proposals, Presentations and Interviews for Business

Chapter 11A: Pricing and Billing Techniques

Chapter 11B: Industry Conferences or Trade Shows

Chapter 11C: Websites, Content Marketing and Social Media

Chapter 12: Attorney Accountability and Involvement

Chapter 13: Management, Coordination and Support of the Marketing Effort

Chapter 13A: Marketing the Small Law Firm

Chapter 13B: Marketing a New Capability or Office

Chapter 13C: Creating an "Alumni" Relations Program

Chapter 13D: Cross-Selling Your Firm's Services

Chapter 13E: Service Quality as a Marketing Strategy

Chapter 13F: Client Service Strategies

Chapter 13G: Law Firm Networks

Chapter 14: Conclusion