| Автор | Lowry, James R. |
| Автор | Howard, Phillip D. |
| Автор | Wahlers, Russell G. |
| Дата выпуска | 1995 |
| dc.description | 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. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | A Strategic Planning Model for Law Firms |
| Тип | research-article |
| DOI | 10.1300/J090v12n01_11 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 12 |
| Первая страница | 123 |
| Последняя страница | 137 |
| Аффилиация | Lowry, James R.; Marketing Department, Ball State University |
| Аффилиация | Howard, Phillip D.; Finance Department, Ball State University |
| Аффилиация | Wahlers, Russell G.; Marketing Department, Ball State University |
| Выпуск | 1 |
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| Библиографическая ссылка | This discussion of strengths and weaknesses and opportunities and threats is adapted from Kotler, Philip. 1988. Marketing Management, , 6th ed. 52–54. (Engle-wood Cliffs, New Jersey: Prentice-Hall) |
| Библиографическая ссылка | Helgeson, James G., Brown, Nancy J. and Birrer, George E. 1990. “Marketing a Law Firm: It's More Than Advertising,”. Journal of Professional Services Marketing, 5(Issue 2): 158–159. |
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