Legal Management

November/December 2008
Volume 27, Number 6

THIS ISSUE'S THEME: LAW FIRM MARKETING

To read any of the articles featured in this issue of ALA’s journal, Legal Management, simply click on the hyperlinked headline for a downloadable PDF.

Table of Contents

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Feature Articles

COVER STORY
Seize the Day: Pursuing Marketing Ideas and Initiatives During Tough Times 
The worldwide economic downturn represents an opportunity for savvy law firms to expand and enhance their marketing approaches and initiatives.
BY JAY M. JAFFE

The Bottom Line: Taking Your Firm’s Marketing Program to the Next Level
From building client teams to utilizing competitive intelligence, law firms are evolving their marketing approaches to do better business.
BY JENNIFER JOHNSON

Step by Step: Creating a Strategic Marketing Action Plan
With so many ways to market your law firm and its services, which vehicles should you pursue? Take a closer look at 10 components of an effective marketing action plan.
BY STEPHEN FAIRLEY

Columns and Departments

To the Point
Getting the Word Out
BY JOHN DELAVAN

Up Front
Practical News & Perspectives 
COMPILED BY AMY DVORAK

Think Tank
Perfect 10: Firm’s Anniversary = Great Marketing Opportunity 
COMPILED BY AMY DVORAK

Best Practices
Seek and Find: Optimizing Attorneys’ Biographies on Firm Web Sites 
BY JAYNE NAVARRE, ROB KAHN, AND ADAM STOCK

LawBiz Coach
Blogs as Marketing Tools: How Administrators Can Keep the Process Realistic and Effective
BY ED POLL

Big Ideas
Marketing Law Firm Diversity: Authentic or Aspirational?
BY JUDITH C. TRUMAN

Off the Shelf:
New Products for Law Firms 
COMPILED BY AMY DVORAK

ALA Update
News from Your Association 

Quick Connect
Legal Management Advertiser Information 

Final Thoughts
Something to Talk About 
BY AMY DVORAK

The articles posted here and throughout www.alanet.org are for reference only and are copyrighted 2008, All Rights Reserved, by the Association of Legal Administrators (ALA). Reuse or redistribution of articles without ALA’s permission is strictly prohibited. Request Permission to reprint or redistribute content from this publication.