Professionals' Use of Direct Mail Advertising: A Study of Attorneys' and Consumers' Attitudes
Pages 12

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."