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Op Ed
For close to 20 years, I have been one of the supporting voices for law firm marketing, hoping against hope that the profession would come to be accepted and that over time, law firm marketing would come into its own and garner the respect it so richly deserved. Simply stated: For the most part it has not and things are starting to look even gloomier.
Yes, there are firms that have embraced marketing and as a result of targeted marketing programs, these firms have prospered. Many of these firms appear on the annual MLF 50. But for every firm on that list there are countless others that have been unsuccessful in putting forth the premise that marketing works. I have watched the revolving door of marketing professionals and have taken note of many firms that have no marketing programs at all. You've got to wonder. What's up with law firm marketing and after a somewhat good run, is it in the throes of going the way of TQM ' remember that?
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