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I Didn’T Go To Law School To Become A Salesperson – The Development Of Marketing In Law Firms, Silvia Hodges

Silvia Hodges

The legal profession has undergone greater transformations during the past few decades than in the last few centuries. Deregulation and liberalization, increasing consumer expectations, new information technology, as well as a growing global marketplace have resulted in a significantly changed, increasingly competitive marketplace. Services that were once considered highly specialized are being treated today more and more like commodities. Most lawyers no longer have the luxury of waiting for business to come to them. ‘Technical’ competence alone is insufficient or not a guarantee of success in winning new business or keeping existing clients.

There is general recognition in business and …