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Professionals' Use of Direct Mail Advertising: A Study of Attorneys' and Consumers' Attitudes
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The broadened concept of marketing has been increasingly used to examine service industries, in particular, the professional service sector. Many professionals, including attorneys, are expanding their business Rhilosophies by takin~ on various marketing concepts and ideas. 12·1 ,5 In fact, Trombetta 2 has recently stated that the tough competitive environment for legal service is currently forcing many attorneys into "the era of marketing."