Research over the last decade has resulted in a clearer conceptualisation of marketing orientation which has subsequently enabled its measurement within firms. Looks at the extent to which legal firms have adopted a marketing orientation as they compete in an increasingly demanding market. Research findings highlight a limited adoption of the marketing concept by legal firms. It appears that the components of a marketing orientation related to customer focus and long term profitability tend to be stronger than those of employee and competitor awareness. The implementation of marketing is limited by attitudinal factors related to values and perceptions of marketing, as well as more overt resourcing issues. It is thus recommended that firms focus on supplementing their external marketing with internal marketing activities to gain support for marketing across the firm.
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