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The state of legal marketing in Latin America

Marco Antonio P. Gonçalves & Silvia Hodges

The complete market research study report (42 pages), commissioned by the Legal Marketing Association (LMA) and released on December, 2007, is available for download in PDF format:

PDF View/download (913 kb)


Legal marketing has unquestionably become an international phenomenon. While some argue that ‘marketing’ has always existed, defining it as a combination of actions which have to be executed prior to the undertaking of selling activities, the last 30 years have seen the purposive and organized advent of deliberate legal marketing activity.

Distinct changes in the global political, economic, social, and technological environment, such as deregulation, increasing client expectations, and new information technology have resulted in a significantly changed, increasingly competitive marketplace that forces law firms to compete in new ways. Traditional conduct and approach no longer guarantees success and survival. Adopting a strong client orientation and being aware of the competition becomes fundamental to the success of the firm. Hence the idea of actively marketing a law firm’s practice has started to spread widely throughout the world despite many attorneys’ acknowledged aversion towards marketing.

A lot has been written about the adoption of marketing in law firms in the US and the UK, but little is known about the state of legal marketing in other regions, such as Latin America. To shed light on this region, the Legal Marketing Association (LMA) has commissioned research among law firms in the seven largest Latin American economies: Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Venezuela.

The findings of the study are intended to give both Latin American and foreign firms an in-depth view of the status quo of legal marketing in this region that, often in the shadow of economic development in China and India, has reached a regional gross domestic product (GDP) of US$ 2.95 trillion (over 10 percent more than China) and a population of 546 million according to the International Monetary Fund (IMF).



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