Marketing legal services to medium-sized companies

This thesis examines marketing and buying of legal services in the context of medium-sized companies from theoretical and empirical perspectives. The theoretical foundations for the market of legal services are laid by studying the particularities of services and their intrinsic challenges for marketing. Different ways to segment the legal market are examined, including client-led segmentation, which includes segmentation by client size, such as medium-sized companies. After studying the theoretical foundations of legal marketing, this thesis examines forces in the macro- and micro-environment responsible for driving or hindering the development of strategic marketing initiatives in law firms. Taking the standpoint of medium-sized companies as corporate buyers of legal services, the thesis also examines purchasing behaviour in the different stages of the organisational buying process. The empirical research considers both marketing and buying perspectives. Managing partners and marketing directors were interviewed regarding marketing in their organisations. The interviews covered such matters as marketing organisation, marketing information, policies, as well as strategies and tactics. Mirroring the literature review, the purchasing behaviour of decision-makers in medium-sized companies was also studied empirically.

Name dc:type.qualificationname

phd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2009

Author dc:creator

• Hodges, S

Language dc:language

en