Marketing a Law Firm

Lawyers have become increasingly interested in the subject of marketing legal services since the U.S. Supreme Court found ethical bans on advertising unconstitutional. This article presents a discussion, including examples, of marketing concepts and techniques and their application to the development of market- ing lans by law firms. T R ~ interrelationships existing among tar ei market, market seg- mentation, market position, service mix an % other market planning decisions are illustrated and discussed. Readers will find ~nforma- tion useful in developing marketing plans to guide activities associ- ated with marketing legal services.