The Marketing of Legal Services

Abstract

This article takes a marketing analysis perspective of the distribution of legal services. A study of the demographic, personal, and life cycle characteristics of users and nonusers of legal services reveals that users are still primarily those with money and prestige. Some difference is found in the ways the two groups perceive important characteristics of lawyers for decision making purposes and in their perceptions of what potential legal needs are the most important. The problem of unevenness in the distribution system is seen as a marketing one. Suggestions as to how the delivery of services can be improved to present nonusers are made, based on market analysis.