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Effective marketing involves research, segmentation, positioning, implementation and measurement.
Futurists predict there will be one million attorneys by the year 2000 - one for every three people in the United States. This increasingly competitive marketplace has resulted in the hard realization that the practice of law must be viewed not simply as a profession, but as a business. In addition to increased competition, the legal profession has relinquished increasing portions of its traditional marketplace to accountants and other aggressors. As a result, the legal profession finds itself battling increased competition and striving to differentiate between services - making marketing a necessity. There must be universal agreement from all firm members to organize and implement a marketing campaign.