Legal marketing has unquestionably become an international phenomenon. While some argue that ‘marketing’ has always existed, defining it as a combination of actions which have to be executed prior to the undertaking of selling activities, the last 30 years have seen the purposive and organized advent of deliberate legal marketing activity. Distinct changes in the global political, economic, social, and technological environment, such as deregulation, increasing client expectations, and new information technology have resulted in a significantly changed, increasingly competitive marketplace that forces law firms to compete in new ways. Traditional conduct and approach no longer guarantees success and survival. Adopting a strong client orientation and being aware of the competition becomes fundamental to the success of the firm. Hence the idea of actively marketing a law firm’s practice has started to spread widely throughout the world despite many attorneys’ acknowledged aversion towards marketing.
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