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Most law firms big enough to justify a marketing department are organized in practice groups. While law firms continue to increase the amount of institutional marketing they do to build market awareness of the firm as a whole, the practice groups usually are “where the action is” — both in terms of delivering legal services to clients and in business development opportunities.

Smart firms increasingly are embracing marketing strategies and tactics to help practice groups make the most of those business development opportunities, according to Joel A. Rose, a national management consultant to the legal profession. At a recent meeting of the Delaware Valley Law Firm Marketing Group hosted by the Philadelphia Bar Association, Rose said that in firms that have adopted a marketing mindset and a business development culture, practice groups and marketing managers effectively identify and maximize marketing opportunities.

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