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THE STATE OF LEGAL MARKETING IN LATIN AMERICA

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Author(s): Elina ZABOLOTNA

Journal: Annals of the Stefan cel Mare University of Suceava : Fascicle of the Faculty of Economics and Public Administration
ISSN 2066-575X

Volume: 8;
Issue: 1(8);
Start page: 57;
Date: 2008;
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Keywords: legal marketing | Latin America | firm | competition

ABSTRACT
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 sellingactivities, the last 30 years have seen the purposive and organized advent of deliberate legal marketing activity. Distinctchanges in the global political, economic, social, and technological environment, such as deregulation, increasingclient expectations, and new information technology have resulted in a significantly changed, increasingly competitivemarketplace that forces law firms to compe te in new ways. Traditional conduct and approach no longer guaranteessuccess and survival. Adopting a strong client orientation and being aware of the competition becomes fundamental tothe success of the firm. Hence the idea of actively marketing a law f irm’s practice has started to spread widelythroughout the world despite many attorneys’ acknowledged aversion towards marketing.
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