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<b>Op-Ed:</b> The Land of Wannabe

By Elizabeth Anne "Betiayn" Tursi
April 27, 2006

It will come as no surprise to anyone reading this piece that law firm marketing is still, for the most part, not getting the respect that it has so desperately sought. For the past 17 years, I have watched with great anticipation as to whether law firm management would embrace marketing as a vehicle to enabling law firms to better compete. But alas, all I have been witness to is a revolving door of directors and, more recently, Chief Marketing Officers who come and go at a rate that belies understanding.

I'm certainly not the first to report on this constant rotation of marketing executives, but I think I'll be the first to give an honest assessment of why there is such a turnover in our industry.

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