Professionals' Use of Direct Mail Advertising

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 philosophies by taking on various marketing concepts and ideas. ¹² , ¹³ , ⁵ In fact, Trombetta ²² has recently stated that the tough competitive environment for legal service is currently forcing many attorneys into “the era of marketing.”