ABSTRACT
Law firms face an intensively competitive environment. The number of lawyers, now numbering over 650,000, is projected to reach 1 million by the year 2000. 3 Concurrently, the use of in-house counsel is increasing; the rise of low-cost legal services is becoming widespread; and mergers and acquisitions among law firms are resulting in megafirms which are taking over corporate law. 10 As a result, lawyers are focusing on professional marketing, and especially on promotion, as a primary determinant of business success. However, marketing programs by tradition-bound law firms are still timid compared with standard corporate practice. 12
