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.Compelling Orthodoxy: Myth And Mystique In The Marketing Of Legal Education, Kenneth Lasson

Kenneth Lasson

Abstract In many ways the story of modern legal education reads like a grim fairy tale, whose moral dénouement is no less compelling and perhaps more consequential than its fabulist forbears. Today's law schools are preoccupied with their reputations -- as much a survival instinct as anything else. The competition for bright students and talented faculty is more intense than ever, and marketing has increasingly come to be treated as a consideration at least as important as the actual academic enterprise. Thus do administrators seek to adopt a strategic identity plans – “building the brand” in the common parlance of …