Legal Marketing and Lawyer's Communication
Keywords:
marketing, law firm, communicationAbstract
The application of marketing strategies to the law firm represents a breakthrough in Italy which has struggled to establish itself as a result of a culture based on a strict code of ethics. However, in recent years there has been a turnaround and the benefits arising from the application to legal profession of the typical principles of enterprises are increasingly evident.
Il marketing legale e la comunicazione dell’avvocato
L’applicazione delle strategie di marketing allo studio legale rappresenta un’innovazione che in Italia ha stentato a imporsi a causa di una cultura basata su una rigida deontologia. Tuttavia, negli ultimi anni vi è stata un’inversione di tendenza e i benefici derivanti dall’applicazione alla professione forense dei princìpi tipici delle imprese sono sempre più evidenti.
Parole chiave: marketing, studio legale, comunicazione
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References
P. Kotler (1), “Marketing Professional Services”, 1984
P. Kotler, P.N. Bloom (2) “Marketing per i professionisti”, ed. italiana Utet, 1991
P. Forsyth (3), “Marketing and selling professional services”, 1994
A. Angelini (4) - Customer relationship management e customer satisfaction. Aspetti teorici ed evidenze empiriche nel settore turistico, Franco Angeli Editore, 2006
V. Barocco (5), Marketing per l’Avvocato e lo Studio Legale, Franco Angeli 2013
S.Pavone, G. Picchi, F. Raineri (6) – Marketing e comunicazione per gli studi professionali, Wolters Kluwer 2015
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