ABSTRACT
Marketing is the buzz word among lawyers, although many of them have been using marketing principles for years without realizing it. As law firms face an intensively competitive environment, lawyers are searching for ways to increase, or at least to stabilize, their practice. Some only reluctantly turn to marketing concepts, others think of marketing as a nasty word, and others simply have no idea about what marketing is. Successful marketing demands an understanding of how clients select and evaluate law firms.
