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图书目录：Preface
PART I--OVERVIEW Marketing for Lawyers The New Self-Image of the Lawyer Today The Need to Plan for Growth What Clients and Prospects Want from Their Legal Counsel The Steps in Developing a Marketing Plan The Strategic Analysis The Strategic Marketing Plan The Tactical Marketing Plan Conflicts Lawyer Profiles PART II-MARKETING ACTIVITIES Client Retention: The Client Review Program The Client Profile Seminars Writing for Publications Talks and Speeches Membership in Professional Groups Community Activities Social Clubs Target Influential People Clients' Stockholders and Boards of Directors Sources: How to Identify and Develop Them Social Functions Business Functions Contributions Political Activities Membership in Trade Groups Trade Conventions and Meetings Industry Specialization Area of Law Specialization Personal Letters and Notes Publicity and Public Relations Brochures and Newsletters Advertising Target Prospects Why It Works Alumni Prospect Presentations Fees, Pricing, and Billing Cost Containment Routine Firm Operations The Name of the Firm Mergers Product Development Integrated Marketing PART III--THE MARKETING PLAN FOR THE SMALLER FIRM OR SOLE PRACTITIONER Overview Sample Plan Organization, Administration, and Communications Implementation--Getting the Program Underway Reports: The Marketing Information System Monitoring and Evaluation PART IV--THE MARKETING PLAN FOR THE LARGE FIRM Overview Sample Plan Department and Office Programs New Offices Organization, Administration, and Communications Implementation--Getting the Program Underway Reports: The Marketing Information System Monitoring and Evaluation PART V--PERSONAL MARKETING TECHNIQUES overview The Basic Concepts Cross-Selling, Referrals, and Leads Selling to Prospects Turning Social Contacts into Business Opportunities sourcing Using the Telephone Effectively in Business Being Busy PART VI--COMPENSATION "The System" Forms of Compensation Money PART VII--THE SECRETS OF SUCCESSFUL MARKETING Index |
