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Full Product Details

Author:   Gerald Chait
Publisher:   Rethink Press
Imprint:   Rethink Press
Dimensions:   Width: 14.00cm , Height: 1.00cm , Length: 21.60cm
Weight:   0.227kg
ISBN:  

9781781333570

ISBN 10:   1781333572
Pages:   210
Publication Date:   19 April 2019
Audience:   General/trade ,  Professional and scholarly ,  General ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Introduction Who this book is for The structure of the book General rules about solicitors’ advertising Section 1: The Legal Industry Today 1 An Industry In Transformation Introduction Drivers of transformation Skills beyond law Summary Section 2: Fundamentals of Modern Marketing 2 Professional, Ethical Marketing Introduction Client-centric marketing – solving problems What is professional, ethical marketing? The anti-marketing mindset Marketing and sales Developing your value proposition Summary 3 Overcoming Industry Challenges Introduction How marketing overcomes current industry challenges Traditional and digital marketing Industry authority Developing a marketing strategy Summary 4 Marketing Strategy – Considerations Introduction Client personas Understanding and aligning marketing tactics to the client journey Brand marketing vs lead generation marketing Acquisition marketing vs retention marketing Inbound marketing vs outbound marketing Traditional marketing vs digital marketing Marketing vs advertising Content marketing Summary Section 3: The Marketing Ecosystem 5 The Marketing Ecosystem and Owned Media Introduction The power of the marketing ecosystem What is owned media? Summary

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Author Information

Gerald Chait is a qualified partner of five of the world’s leading marketing technology organisations and over the last 25 years has held senior roles in both multi-national organisations and small and medium sized business. He is familiar with the challenges of smaller and medium sized law firms and is passionate about helping these firms prosper. Learn more at www.geraldchait.com.au

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