In some quarters, there is the misperception that Canadian law firms lag behind their American counterparts when it comes to marketing practices, but in fact Canadian firms are no less sophisticated at marketing. They simply operate in an environment that is vastly different.

Based on conversations with various managing partners, chief operating officers, chief marketing officers and other legal industry insiders it is clear that the marketing of Canadian law firms suffers more from the structure of the Canadian sector than from any specific approach to marketing.

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