Marketing for Attorneys and Law Firms presents timely topics which are well-researched and written by a fine array of authors from around the country. As attorneys are becoming more interested in marketing and how it can benefit their practices, this book is an important tool in evaluating and improving old marketing strategies and creating new marketing strategies where such advertising was neglected. For attorneys, academics, consultants, marketing experts, and students concerned about the development of marketing strategies in this specialized field, Marketing for Attorneys and Law Firms is an invaluable reference book.

Contents
Preface

• Part I: The Importance of Market Planning and Strategy Development for Attorneys
• Practice Enhancement and Marketing Strategies for Law Firms
• Marketing a Law Firm: It's More Than Advertising
• Theory of Marketing:The Practice of Law
• Marketing Legal Services: Real Lawyers Don't Read Marketing Journals
• The Legal Service Strategic Market Plan
• Strategic Planning for Lawyers: A Middle-of-the-Road Approach Between Generalities and Checklists and Esoteric "Star Wars" Research
• Fee Strategies for Legal Services Marketing
• The Internal Marketing of Legal Services: The Law Library
• Understanding the Nature of the Legal Services Act: Key to Effective Marketing
• Part II: Client Selection and Evaluation of Legal Services
• Understanding Service Marketing: A Theoretical Analysis of Professional-Client Exchanges
• Congruence: Attorney-Consumer Perceptions of Marketing Mix Elements
• Choice Criteria and Cue Usage in Selecting Lawyers
• Selection of Legal Services: An Investigation of Perceived Risk
• Understanding How Clients Select and Evaluate Law Firms
• Part III: Client and Provider Attitudes and Implications for Legal Advertising
• Attorney Advertising: Do Attorneys Know Their Clients?
• The Promotion of Legal Services: Business Executives' and Attorneys' Perception
• Media and Price Disclosure Effects in Legal Service Advertising: A Comparison of Attorney and Consumer Attitudes
• Consumers' Perceptions of Selected Issues Relating to Advertising by Lawyers
• Professionals' Use of Direct Mail Advertising: A Study of Attorneys' and Consumers' Attitudes
• Attitudes Toward the Advertising by Lawyers, Doctors, and CPAs
• A Comparison of Physicians' and Attorneys' Attitudes Toward Advertising
• Attorneys' Attitudes Toward Legal Advertising: A Longitudinal View
• A Two-Stage Model for the Evaluation of the Effectiveness of Legal Services Advertising
• Index