ABA Book:  The Lawyer's Guide to Marketing, 2nd edition

Fall 2004
By James A. Durham and Deborah McMurray
Published in Published by the American Bar Association Law Practice Management Section

Topics in this practical book will resonate with experienced lawyers, law firm leaders and young lawyers just entering the practice.  It covers the following topics:

  1. Overcoming objections and obstacles: Persuading your pessimistic partners (by Terri Gavulic and Susan Lambreth)
  2. Strategic marketing planning (by Hollis Weishar and Jim Durham)
  3. The client feedback program:  A proven strategy for winning new business, improving the bottom line, and creating a "delighted and loyal" client base (by Linda LaBrie)
  4. Public relations for lawyers (by Richard Levick and Elizabeth Lampert)
  5. Developing your visual image (by Burkey Belser)
  6. Marketing with the written word (by Roberta Montafia)
  7. Marketing through the spoken word:  Conversations and public speaking (by Robert Kohn and Lawrence Kohn)
  8. Proposals and responding to requests for proposals (by Suzanne Donnels)
  9. Using win-win pricing as a marketing advantage (by Felice Wagner and Peter Zeughauser)
  10. Let strategy drive your internet marketing (by Deborah McMurray)
  11. Weblogs (by Rick Klau)
  12. Business development, sales and marketing training (by Jim Durham)
  13. Ethical aspects of client development (by Will Hornsby, Jr.)
  14. Research: The foundation of intelligent marketing (by Mark Greene and Ann Lee Gibson)

To order this book, visit the ABA bookstore:  http://www.abanet.org/abastore/index.cfm?section=main&fm=Product.AddToCart&pid=5110500

The Lawyer's Guide to Marketing Your Practice, Second Edition