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Think Inside The Box

By David A. Milberg

As much as we might try to brand, differentiate, cross-market, and otherwise distinguish our law firms in the legal services marketplace, a law firm's success ultimately comes down to individual lawyers. They are the ones who must bring in the business, retain it and grow it. That is good reason for law firm marketing departments to focus on their internal clients first and foremost. Think inside the box, then build outward to devise strategies and tactics for building and retaining external clients.

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