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The Future of the Profession Lies in Its Past

By Bruce W. Marcus

The alternative title of this article is “Professional Services Marketing 3.0.” Why? Because in this rapidly changing economic environment, intensely competitive landscape, and highly charged electronics age, it's the best way to define significant evolution from one distinct professional services marketing and management period to the next. And when you understand that evolutionary process, you can better and perhaps more accurately project the future of not only professional services marketing, but of the profession itself as well. Competition and evolution are exactly what's happened ' and will continue to happen ' in law firm marketing. And significantly, in firm practices, business models, and structure as well.

How It All Began

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