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Marketing legal service in a dynamic environment

The world in which law firms seek new and represent existing corporate clients is in flux. The rules by which relationships flourished for years are changing and the means by which the firms secure business are also changing. Steve Lauer argues that firms need a clear understanding of the needs and wishes of in-house lawyers and how they seek outside legal assistance is critical.

2 October 2001

The world in which law firms seek new and represent existing corporate clients is in flux. The rules by which relationships flourished for years are changing and the means by which the firms secure business are also changing. Steve Lauer argues that firms need a clear understanding of the needs and wishes of in-house lawyers and how they seek outside legal assistance is critical.

The market for legal services has become considerably more competitive in recent years. Relationships between corporate clients and the law firms that represent them are increasingly fluid and unstable. Companies are reviewing their relationships with outside lawyers reducing the numbers of firms that they retain for most work and generally re-examining the arrangements between themselves as clients and the law firms.

A law firm is less and less able to rely solely on the continued loyalty of clients to assure it of ongoing work and assignments. 'Institutional' re...

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