Overview

"Legal Marketing: Winning the Game They Didn't Teach You in Law School is a not so subtle look at the good, the bad and the ugly of legal marketing. It offers a holistic perspective on what it takes to market a law practice, covering everything from: How a firm's culture affects the marketing function The do's and don't's of creating a meaningful firm ""positioning"" The benefits and drawbacks of each of the traditional and online marketing ""tools"" Figuring out who at the firm is going to implement the various marketing initiatives The role of IT in marketing How to measure whether the marketing is working Some thoughts as to what the future holds for legal marketing The book provides a comprehensive, (though also easy-to-read, lighthearted, irreverent, self-deprecating) look at how all of the many marketing elements work together to create a marketing ""footprint"" that goes a long way in determining success or failure."

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9781987404340

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For over 25 years, Les Altenberg has headed A.L.T. Legal Professionals Marketing Group, a multi-disciplinary team of professionals well versed in the promotion of law firms, specific practice groups, individual attorneys and vendors to the legal community. Initially working at some of the nation's largest and most prestigious marketing firms (Young & Rubicam, McCann-Erickson, Foote Cone Belding), in 1993, Les founded A.L.T. Legal Professionals Marketing Group in as a means for providing law firms and those who serve the legal profession with strategic insight and resources to which they might otherwise not have access. He is the author of numerous legal marketing articles that have appeared in such publications as The National Law Journal, Law Practice, Texas Bar Journal and the Legal Intelligencer, among others. An avid lecturer, Les is a former member of the Advisory Board to the Paralegal Program at Burlington County College in New Jersey and has served as an instructor in the Legal Marketing Association distance learning series. He is also part of the team that developed ETIOMETRIX(TM) -- a new and innovative tool for assessing the return-on-investment of law firms' marketing and business development initiative

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