Original Research

The role of marketing and advertising in the legal profession

A. Breytenbach, E. J. North
South African Journal of Economic and Management Sciences | Vol 3, No 3 | a2620 | DOI: https://doi.org/10.4102/sajems.v3i3.2620 | © 2018 A. Breytenbach, E. J. North | This work is licensed under CC Attribution 4.0
Submitted: 06 July 2018 | Published: 30 September 2000

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A. Breytenbach, Department of Marketing, Pretoria Technikon, South Africa
E. J. North, Department of Marketing and Communication Management. University of Pretoria, South Africa

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The majority of South African attorneys do not enjoy the benefits that may be derived from the marketing and advertising of their services. They seem to be unaware or do not make use of marketing and advertising opportunities to promote their firms and the services they render. The lack of marketing knowledge, ignorance of the value of advertising, as well as the perception that advertising will cause unnecessary costs, are reasons why many legal firms are not marketing oriented. This paper reports the results of an empirical study done to determine the role of marketing and advertising in the legal profession in South Africa.


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