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This Law Journal special report focuses on merging marketing with technology and research. Topics also include: utilizing knowledge management to reduce costs and increase revenue; employing spam-filtering software effectively; and taking your law practice on the road.
Merging Marketing, Technology and Research Over the past few years, information technology departments have started to roll out software programs that assist marketing departments with the capture of basic client relationship information for mailings, law alerts and the like, while at the same time working in tandem with libraries to upgrade their legal research tools. A new method of delivering all of this information can now be aggregated in one interface. Knowledge Management as a Business Imperative Knowledge management — the leveraging of a firm’s collective wisdom by creating systems and processes to support and facilitate the identification, capture, dissemination and use of the firm’s knowledge to meet its business objectives — should be key to the practice of law. However, for many lawyers, knowledge management remains a narrow theoretical concept. Savvy Advice for Lawyers on the Road Let’s think positive and assume that when a partner or general counsel says “hit the road,” he’s sending you on a business trip. Whether the initial reaction is excitement or dread, the best thing to do is prepare. Don’t Let Legitimate Messages Get Incorrectly Tagged as Spam Most attorneys rely heavily on e-mail as a primary form of communication with their clients because of its accessibility, speed, flexibility and low cost. However, the qualities that make e-mail so valuable have enabled unscrupulous marketers to blanket e-mail users with unsolicited e-mails — spam — that hawk such things as mortgage refinancing, prescription drugs and requests for help from fictitious Third World government officials.

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