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Marketing and service orientation of New Zealand law firms

Art Thomas (Research Manager, Eastern Institute of Technology, Taradale, New Zealand)
Jenny Darroch (Lecturer in Marketing, Department of Marketing, University of Otago, Dunedin, New Zealand)
Wendy Galvin (Principal, Wendy Galvin & Associates, Takapuna, New Zealand)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 2001



Steeped in tradition, the New Zealand Law Society began removing restrictions on marketing law firms about 12 years ago, with virtually all restrictions dismantled by 1994. As a result, legal firms are now free to use a variety of marketing tools, although some are more diligent and inventive than others. The purpose of the study was to explore the forms of marketing communications being used by legal practices and to identify the type of firm more likely to be communicating with existing and non clients. The results indicate that most firms focus primarily on technical quality (the job, the work required), rather than services quality (the experience, the feeling).



Thomas, A., Darroch, J. and Galvin, W. (2001), "Marketing and service orientation of New Zealand law firms", Marketing Intelligence & Planning, Vol. 19 No. 2, pp. 103-111.




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