Peter F. Drucker, The Practice of Management
Much has been written on Law Firm Marketing. These are general sources that will lead you deeper into the topic online but also point you towards recommended text books.
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A Blog dedicated to individual lawyer marketing for any size firm, by Tom Kane
He quotes an article by Bruce Marcus “6 Steps For Being A Tougher Competitor In A Weak Economy” on RainToday.com:
He particularly liked Bruce’s concluding paragraph:
“It’s true that when times are tough, it's easier to cut costs – including marketing costs – and to hunker down until it's over. But that's like drilling a hole in the bottom of a flooded boat to let the water out. For a professional firm in an economic crisis, there's no place to hide, so learn to fight back."
Keeping clients and serving them professionally is a full-time activity. It is also one of the essential cornerstones of legal practice marketing.
The Client Services area of The Canadian Bar Association Practice Link has an excellent collection of resources that are freely available. It includes articles, podcasts and handbooks that can be downloaded. (Not all links available to non-members).
A Portal by Larry Bodine. This site includes:
Some news feed headlines:
A guide to marketing a smaller law practice published by the Canadian Bar Association. Very concise introduction to the topic. Deals with preparing a Marketing Plan, Keeping it Simple and Implementation.