Sunday, April 8, 2012
The article is called I Didn’t Go To Law School To Become A Salesperson – The Development Of Marketing In Law Firms by Silvia Hodges, an adjunct professor at Fordham Law School who also holds a Ph.D. in legal services marketing. We'd previously told you about the first of its kind marketing course Professor Hodges teachers at Fordham in which she has students blog as a way to help them market themselves.
Professor Hodges' article can be found here at BePress. The following is from the abstract:
The legal profession has undergone greater transformations during the past few decades than in the last few centuries. Deregulation and liberalization, increasing consumer expectations, new information technology, as well as a growing global marketplace have resulted in a significantly changed, increasingly competitive marketplace. Services that were once considered highly specialized are being treated today more and more like commodities. Most lawyers no longer have the luxury of waiting for business to come to them. ‘Technical’ competence alone is insufficient or not a guarantee of success in winning new business or keeping existing clients.
There is general recognition in business and business school academia that marketing provides the answers for organizations faced with such challenges and that the implementation of the marketing concept is not only highly recommendable, but necessary to ensure an organization’s long-term ability to survive. Marketing is important since organizations need to be aware of their competition and aim to satisfy their customers in order to be successful. This is particularly true for service firms due to the direct interaction with their customers. While the rationale for marketing might be unquestionable, numerous studies and articles stressed that law firms often resist the diffusion of the marketing concept or the adoption of a marketing culture throughout the organization.
This paper examines the underlying reasons for the advent of marketing among law firms. Both barriers and drivers are explored to understand why an industry like the legal profession starts to embrace marketing. While barriers to a market orientation are somewhat poorly understood, the development of marketing is explained with macro-environmental factors: political, economic, technological, societal, and the underlying implications of micro-environmental factors: the legal profession, law firms, and individuals fee earners.