ABSTRACTToday's lawyer practices in a client marketplace characterized by ever-increasing competition and a growing specialization of legal services. Many law firms have responded to their competitive environments by employing marketing practices heretofore used primarily by traditional product marketing firms. The present paper examines the need for strategic planning in the marketing of legal services. The benefits of strategic planning are identified in the context of legal services marketing. Next, a five-step strategic planning model is presented as a blueprint for marketing legal services. This framework incorporates a guide for the law firm to analyze its competitive strengths, weaknesses, opportunities, and threats. Further, the paper offers suggestions for developing a mission statement, organizational objectives, an overall marketing strategy, and a means for performance assessment.