The Practice of Marketing in Law Offices: Professionals Opinion

Abstract: Brazil is one of the countries that, in proportion to its population, has one of the largest numbers of lawyers, losing only to the United States and India. In this scenario of demand for the profession, and given a large number of corporate law firms in Brazil, and especially in the south-east of the country, this research aims to explore the practice of marketing in lawyer’s office based on concepts of service marketing. To reach the objective of the study, the first part of the research aims to clarify the functioning and some particularity of law firms, as well as the disclosure and marketing restrictions that the sector has. The research presented is made up of two studies: a market study conducted in 2015 on legal marketing of corporate-oriented offices, and the other by a survey conducted with professionals from the same market research field, law firms focused on corporate service, updating part of the issues raised and confronting possible changes in the perception of this public. The main analyzes point to the importance of all tools or a set of tools working together, but in the research done with professionals in 2018 reveals a perception that staying present in the events is a more effective way to do marketing in this sector, reinforcing the concept of relationship in service marketing.

Key words: legal marketing; digital legal marketing; professional services marketing

        JEL code: M31