12 Guidelines For Law Firm Marketing Investments

Law360, New York (July 15, 2010, 9:49 AM EDT) -- Some years back, I ran the U.S. field marketing program for one of the Big Four accounting firms. About twice a year, a senior audit partner in the New York office would implore me to create an awards program.

It seemed like an odd request, and on further investigation, he admitted that the reason behind his request was that he disliked walking into his client’s office, only to see the award from a competing accounting firm sitting on the client’s desk.

Patiently, I explained to the...
To view the full article, register now.