Building a marketing culture in your firm
Abstract: Years after many law firms first adopted formal marketing plans, some attorneys continue to find legal marketing distasteful. In today’s economy, though, firms must view marketing as an essential component of their continued survival. It’s not enough to simply hire a marketing director — law firms need to foster a marketing culture that permeates and directs all levels of the firm. It’s essential to have a formal marketing plan that includes client input and has the active commitment of firm leadership.