Trusting the team
American firms were the first to realise the importance of, and invest in, their marketing departments.
Legal services marketing has matured, leaving behind the habit of jumping from one hot marketing technique to the next new thing. During its relatively short marketing career, the industry has experimented with a taste of promotion through the use of glossy brochures, to a toe in the water with public relations, then on to team selling and client relationship management and most recently, the headlong plunge into advertising campaigns.
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