This book provides a reference source on the practical means of promoting a law firm. The book is designed to be immediately comprehensible to the layman,a template for the marketing apprentice, a guidebook to the lawyer, and a source of new ideas to the experienced professional. Pragmatic rather than theoretical, each chapter covers the marketing support options and budget available to the professional practice. There is an emphasis on checklists and pitfalls to avoid, and anecdotal experience is shared.
Author(s): Mark Oglesby, Mark Oglesby
Edition: 1
Year: 1995
Language: English
Pages: 248
Book Cover......Page 1
Title......Page 2
Copyright......Page 3
Preface......Page 6
Table of contents......Page 10
1 The background to marketing communications......Page 16
2 Corporate identity......Page 38
3 Advertising......Page 50
4 Media relations......Page 72
5 Publications......Page 96
6 Speaking in public......Page 122
7 Beauty parades and proposal documents......Page 140
8 Crisis management......Page 150
9 Corporate hospitality and sponsorship......Page 160
10 Database......Page 168
11 Exhibitions......Page 178
12 Seminars......Page 192
13 Research......Page 210
14 Direct mail......Page 218
15 Continuous promotion......Page 224
Appendix I......Page 232
Appendix II......Page 236
Appendix III......Page 238
