As competition gets fiercer and clients become more demanding and more discerning about which firm they spend their cash with, it is hardly surprising that marketing has become a familiar entry on the payroll of most law firms in recent years.
Despite this, marketing is all too often seen as an expensive overhead, rather than an investment that can bring real commercial benefits to the practice. It should not be viewed as a twee luxury, superfluous to the real activity of solving legal matters and racking up bills.
