Published Articles

Posted on: August 13, 2013

Articles by Kim Tasso can be found in many print and online media – there are hundreds of articles for the property, legal, marketing, business and other media. They are listed in this section and there is a keyword search for you to find the most relevant ones and I will happily send you across copies of those that you are interested in. Many of the most recent articles are summarised in the blogs section.

2014

2013

Date Title Publication Comments Key words
December 2013 Legal marketing case study: Irwin Mitchell combines DR advertising, online promotion and brand building Legal Technology Insider How Irwin Mitchell uses online promotion for its personal injury legal services Legal marketing, Digital marketing, Digital PR, Advertising, Brand, Case study, Personal injury
December 2013 To delegate or not to delegate? Lexis Nexis – The Future of Law Delegation, Lawyers
November 2013 Farewell Laurie Professional Marketing A short leader article tribute to Laurie Young who sadly died in September 2013 Marketing
September 2013 Marvellous Marketing: focused newsletters at the heart of client relationship and events programmes at Aaron & Partners Legal Technology Insider Digital Marketing, Direct Marketing, Newsletters, Databases, CRM, Case study
September 2013 Learning the art of sales and marketing ICAEW Finance and Management Faculty – Starting a small business Sales, Selling, Marketing, Small businesses
Summer 2013 Book review: Valuable Content Marketing by Sonja Jefferson and Sharon Tanton Professional Marketing A good introduction to content marketing Marketing, Content Marketing, Digital Marketing, Social Media, Books
July 2013 Not so much “Pimp My Ride” – more “Niche My Market” Lexis Nexis – Future of Law The importance of niche strategies Segmentation, Niche
June 2013 Marvellous Marketing: how Withy King got closer to the Oxford media Legal Technology Insider Thought leadership and media relations strategy Media Relations, Thought leadership, Lawyers, Marketing, Case study
June 2013 20 years and counting Professional Marketing A review of the past 20 years of professional services marketing Marketing, Trends
May 2013 Law firms still missing a trick with apps? Lexis Nexis – Future of Law Review of Apps White Paper Apps, Marketing, Lawyers
May 2013 Book review: Share this – the social media handbook for PR professionals Professional Marketing Review of a collection of 20 authors on the impact of social media on PR by the CIPR Social media, Digital PR, Digital Marketing,Media relations
May 2013 Marvellous Marketing: Thomson Snell & Passmore open in Thames Gateway Legal Technology Insider Integrated thought leadership campaign to create a new office Marketing, Selling, Thought leadership, Case study
February 2013 Book review: Good strategy, Bad strategy by Richard Rumelt Professional Marketing Books, Strategy

2012

Date Title Publication Comments Key words
Winter Working in a multi-cultural environment Professional Marketing Multi Cultural
Winter Book review: Good strategy, Bad Strategy – The difference and why it matters by Richard Rumelt Professional Marketing Book review Strategy
November We need to talk about clients Professional Marketing Conference report of the PM Annual Conference Client feedback
October Book review: “Mastering story, community and influence: How to use social media to become a social leader” Jay Oatway Professional Marketing Book review Social media
September Is your firm App-happy? Professional Marketing Based on the White Paper Apps Mobile
June Apps by UK law firms Society for Computers and the Law Based on the White Paper Apps Mobile Legal
May Blending online and offline marketing Ebiz Internet Lawyer Digital marketing
May Recruiting you own marketing person (or using an agency) Ebiz Internet Lawyer Recruitment
May The impact of technology on marketing Professional Marketing Marketing
March Seven firm-wide and 11 personal points to successfully integrate social media into your marketing, selling and relationship management programmes Society for Computers and the Law Based on the White Paper Social Media
March Book review: How to be great at the stuff you hate: The straight talking guide to persuading, networking and selling. By Nick Davies Professional Marketing Book review Persuasion
March Are the business development challenges and approaches in a large firm significantly different from those in a small firm? Professional Marketing Business Development
February Have we gone native? Professional Marketing Leader/Opinion Marketing

2011

Date Title Publication Comments Key words
Feb 2010 The end of lawyers? Professional Marketing Book review of Richard Susskind’s The end of lawyers? Rethinking the nature of legal services Innovation. Product development. Shift in legal paradigm. Changing legal market. Evolution of legal services. Disruptive technologies. SLEPT analysis.
15 Feb 2010 Opinion: Law firms’ flexible working policies – could do better The Lawyer An opinion piece about flexible working for parents – and some of the gender issues. This article was picked up by The Wall Street Journal blog where a fierce debate ensued. Working parents. Women in the legal sector.
Mar 2010 Developing the art of sales and marketing ICAEW Finance & Management special reportStarting a business A guide to marketing and selling for start ups and SMEs – buying and selling processes, setting targets, sales training, identifying the need, sales proposition, sales meeting management and value of relationships. Selling. Sales. Needs analysis. Hiring a salesman. Hiring a salesperson. Measuring sales effectiveness.
Apr 2010 Inbound marketing – get found using Google, social media and blogs Professional Marketing Book review of Hubspot’s Halligan and Shah’s brilliant book on digital marketing which is set book for several marketing diplomas. Digital marketing. Inbound marketing. Blogs. Social media. Search engine optimisation.
Jun 2010 Marketing and selling professional services in architecture and construction Professional marketing Book review of Basil Sawczuk’s book outlining his excellent seven stage framework. Sales skills. Sales model. Selling. New business development. Tendering. Relationship management. Tendering. Pitching. Client relationship management. Sales cycle

2010

Date Title Publication Comments Key words
Feb 2010 The end of lawyers? Professional Marketing Book review of Richard Susskind’s The end of lawyers? Rethinking the nature of legal services Innovation. Product development. Shift in legal paradigm. Changing legal market. Evolution of legal services. Disruptive technologies. SLEPT analysis.
15 Feb 2010 Opinion: Law firms’ flexible working policies – could do better The Lawyer An opinion piece about flexible working for parents – and some of the gender issues. This article was picked up by The Wall Street Journal blog where a fierce debate ensued. Working parents. Women in the legal sector.
Mar 2010 Developing the art of sales and marketing ICAEW Finance & Management special reportStarting a business A guide to marketing and selling for start ups and SMEs – buying and selling processes, setting targets, sales training, identifying the need, sales proposition, sales meeting management and value of relationships. Selling. Sales. Needs analysis. Hiring a salesman. Hiring a salesperson. Measuring sales effectiveness.
Apr 2010 Inbound marketing – get found using Google, social media and blogs Professional Marketing Book review of Hubspot’s Halligan and Shah’s brilliant book on digital marketing which is set book for several marketing diplomas. Digital marketing. Inbound marketing. Blogs. Social media. Search engine optimisation.
Jun 2010 Marketing and selling professional services in architecture and construction Professional marketing Book review of Basil Sawczuk’s book outlining his excellent seven stage framework. Sales skills. Sales model. Selling. New business development. Tendering. Relationship management. Tendering. Pitching. Client relationship management. Sales cycle

2009

Date Title Publication Comments Key words
May 2009 The new breed or a different species? Legal Marketing A 3,000 word article exploring marketing careers in the legal sector
May 2009 Services marketing – text and cases Professional Marketing Book review: Services Marketing – text and cases b Steve Baron, Kim Harris and Toni Hilton. Not for professional services specifically but valuable for its work on the interaction of service quality, client satisfaction, employee involvement and relationship marketing. Service development. Physical evidence, process and people. Service mapping. Blueprinting. SERVQUAL. Service-profit chain. Service Science Management and Engineering (SSEM)
Jul 2009 Step out of the comfort zone and take a risk Estates Gazette Tips on managing change in property practices and partnerships with comments from Drivers Jonas and Stiles Harold Williams Change management. Leadership. Organisational development. Roles models. Training
Aug 2009 From messing around with databases to real client relationship management PSMG Explores the marketers, the partners and the client perspectives of CRM and provides 20 top tips to improve effectiveness. CRM. Client relationship management. Databases. Managing change. Service maps. Sales training. Critical incident analysis. Collaboration. Key account management. KAM>
Sep 2009 Chaotics Professional Marketing Book review of Philip Kotler and John A Caslione’sChaotics: the business of managing and marketing in the age of turbulence Business planning. Scenario analysis. SLEPT analysis. Management mistakes. Strategic planning. Strategy.
Oct 2009 Relationships Professional Marketing A report on the PM Forum’s Annual Conference 2009 – with details of various workshops and the client panel feedback Client relationship management. CRM. Sales coaching. Mind Gym. Power and influence.
31 Oct 2009 A professional approach to selling Estates Gazette An introduction to different types of selling in the property profession Professional selling. Selling in property. Trusted adviser. Rapport and empathy. Win-win outcomes.
Nov 2009 New breed or different species? Professional Marketing A review of the changing nature of marketing careers for the professions exploring qualifications, the divergence between communications and business development roles, fee-earners becoming marketers, the impact of digital technology and international experience. Qualifications.

2008

Date Title Publication Comments Key words
Nov 2008 To plan or not to plan Legal Marketing Why a smaller firm should undertake a comprehensive marketing strategy. › See it here
Oct 2008 Adding value – Marketing through clients Professional Marketing Report on the 2008 PM Forum conference
Sep 2008 Marketing legal services to the grey market Elderly Client Adviser Lead article exploring the issues and ideas surrounding marketing to elderly clients
Sep 2008 The back of the napkin Professional Marketing Review of the book by Dan Roam
Aug 2008 Can we start again? The patterns of NLP applied to business communications Professional Marketing Review of the book by Darryll Scott
May 2008 The changing face of B2B marketing Professional Marketing Report on the Institute of Direct Marketing’s 5th Annual B2B marketing conference held in London in April
Feb 2008 Malcolm McDonald on Marketing Planning Professional Marketing Book review
Feb 2008 And the technologists shall inherit the earth Professional Marketing Leader article

2007

Date Title Publication Comments Key words
Nov 2007 Achieving brand excellence Professional Marketing Report on the Global Brand Strategy conference of Kevin Lane Keller
Nov 2007 Have a keen strategy Solicitors Journal The strategic response to the Legal Services Act
Oct 2007 Seven thoughts from What’s your big idea? Professional Marketing Report on the PM’s 12th annual global conference
12 Oct 2007 Widening your horizons Solicitors Journal Third article in series
Product and service development, market focused strategies and distribution channels
5 Oct 2007 The traditional approach Solicitors Journal Second article in series
Marketing private client services through reputation, referrers and relationships
28 Sep 2007 Dominating the high street Solicitors Journal First article in series
How the Legal Services Bill will impact small and medium sized firms
Summer 2007 All in London web site A regular guest blog (KimT) focusing on things to do in London with children
Jun 2007 Hypnotic writing Professional Marketing A review of the book by Joe Vitale
Spring 2007 What’s in a name? – the growing importance of brand in the property sector Industry insights TTA Newsletter
Spring 2007 Nurturing talent Solicitors Journal The need for training with comments from Trowers and Hamlin, Hempsons, Rix & Kay, LawNet, Lester Aldridge and Thomson Snell & Passmore
May 2007 Winning business in the property sector Professional Marketing Review of the book by Patrick Forsyth
Mar 2007 Coping with difficult partners (is there any other kind?) PSMG A report on the presentation I gave on 14th February at PSMG London meeting. See FAQ section.

2006

Date Title Publication Comments Key words
Sep 2006 Essential law for marketers Professional Marketing A report on the course by the CIM
29 Jul 2006 A future promise Estates Gazette A report on research into brands in the property industry conducted by an MBA student working at Slough Estates
22 Jul 2006 More than just a costly name tag Estates Gazette A report on the property branding conference organised by Kingsley Lipsey Morgan with speakers from BPF, KPMG Corporate Finance, CB Richard Ellis Benugo and Land Securities.
Feb 2006 Make cross selling work better Professional Marketing Some practical tips on the steps to take to help make cross selling more effective
25 Feb 2006 Keep it flowing Estates Gazette An article considering the brand strategy at Rok Property Solutions

2005

Date Title Publication Comments Key words
Sep 2005 Marketing – A Complete guide in pictures Professional Marketing A review of the book by Malcolm McDonald and Peter Morris
Summer 2005 Marketing is dead Professional Marketing Leader/opinion piece
3 Jun 2005 Pulling it all together – the marketing plan Solicitors Journal Marketing strategy series – Case study Nelsons
6 May 2005 Developing private clients Solicitors Journal Marketing strategy series – Case study Boodle Hatfield
1 Apr 2005 Strategies and techniques for commercial client markets Solicitors Journal Marketing strategy series – Case study Thomson Snell and Passmore
4 Mar 2005 Get SMART objective wise and set long term marketing goals Solicitors Journal Marketing strategy series – Case study Ross & Craig
4 Feb 2005 Analysing your firm’s current position Solicitors Journal Marketing strategy series – Case study mab
7 Jan 2005 Educating and motivating lawyers to engage in marketing strategy Solicitors Journal Marketing strategy series – Case study Barlow Robbins

2004

Date Title Publication Comments Key words
Dec 2004 Wow! That’s a great idea! Professional Marketing Review of the book by Ed Bernaki
Dec 2004 Brands and branding in the financial services sector Eclectic (Institute of Bankers) Interviews with Citigate Albert Frank advertising agency and Brand Finance
6 Nov 2004 Sharp images stop perfect pitch going flat Estates Gazette Latest developments on bidding in the property and construction sectors. Interviews with Pellings, Mayer, Brown, Rowe & Maw, Knight Frank, Atis Real Weatheralls and Berrymans Lacemore
Nov 2004 Eighteen Turns Cork 2005 European Capital of Culture Interview with Daniel Libeskind (architect)
Summer 2004 Successful negotiating techniques Professional Marketing Review of a course
Summer 2004 The new marketing: Transforming the corporate future Professional Marketing Review of the book by Malcolm McDonald and Hugh Wilson. Very highly recommended
3 Jul 2004 Winning strategies Estates Gazette Report on the third Marketforce conference
May 2004 How to: Prepare a marketing budget Professional Marketing
May 2004 How marketing can add more value Professional Marketing Report on web seminar by Steve Blundell
24 Apr 2004 How to stand out in the corporate crowd Estates Gazette Organising effective and memorable client events
Mar/Apr 2004 Account management for commercial clients. Developing and using account plans. Legal Abacus Fourth (and final) in the series
27 Mar 2004 Find out what you want, then proceed Estates Gazette Interviews and reports on getting the right marketing advice in the property sector
6 Mar 2004 Eyes of the beholders Estates Gazette Interview and report on marketing at the RICS
Jan/Feb 2004 Client research to support account management Legal Abacus Third article in the series

2003

Date Title Publication Comments Key words
Nov 2003 Culture and systems to support successful account management Legal Abacus Second article in series
Winter 2003 Dale Carnegie training Professional Marketing Review of an executive briefing
4 Oct 2003 Property sees the possibilities Estates Gazette Review of Profile developers meeting and notes on Slough Estates
Sep/Oct 2003 What is key account management? Legal Abacus First in a four part series on account management
Sep 2003 Marketing Insights from A to Z Professional Marketing Book review of Kotler’s latest book and an interview with Kotler on PSF marketing
6 Sep 2003 Fill your head with wisdom Estates Gazette Interview with Philp Kotler
9 Aug 2003 Exploiting summer in the city Estates Gazette Unusual client entertaining
28 Jun 2003 Just whom are you looking at? Estates Gazette Use of data, lists and consumer segmentation (Claritas)
Summer 2003 An enjoyable journey Professional Marketing Overview of the legal profession in Poland
Jun 2003 Moments we would rather forget Professional Marketing 10 years of marketing disasters from the professions
7 Jun 2003 Perils of one-stop shopping Estates Gazette Cross selling
May 2003 How to: Produce a marketing strategy Professional Marketing
10 May 2003 Walking with agents Estates Gazette Marketing vs. business development
Apr 2003 Let’s get real or let’s not play Professional Marketing Book review (Mahan Khalsa)
Spring Reports from the OSC&M Annual Conference Coach & Mentor Psychology, transformational learning and storytelling
5 Apr 2003 Keep an eye out for innovation Estates Gazette Unusual media, theatres etc
15 Mar 2003 Reinvent yourself outside-in Estates Gazette Need for market focus
Mar 2003 Powerpoint is dead! Long live Powerpoint! Construction Marketer Tips on effective use
Mar 2003 Choosing and not abusing PR consultancies Professional Marketing Quotes from leading property PRs
Feb 2003 Death by drowning in databases Construction Marketer Effective marketing databases
22 Feb 2003 A judge’s eye view of marketing Estates Gazette PAMADA 2002
Feb 2003 Hope is not a strategy Professional Marketing Book review (Rick Page)
18 Jan 2003 Get Kylie into your show flat Estates Gazette Creative swiping technique

2002

Date Title Publication Comments Key words
7 Dec 2002 Intelligent targeting, Mr Bond Estates Gazette Segmentation and buyer behaviour
2 Nov 2002 Surveyors behaving very badly Estates Gazette Public image and public speaking
Nov 2002 Developing knowledge based client relationships Professional Marketing Book review (Ross Dawson)
Oct 2002 Soft skills on hard tenders Construction Marketer People skills in tendering
Oct 2002 E-marketing in the property profession Professional Marketing On-line property and banner ads
28 Sep 2002 A slogan for all seasons Estates Gazette Mission statements
10 Aug 2002 How to discern the beauty within Estates Gazette Selecting/briefing a PR consultancy
Aug 2002 Non verbal communication CM Key gestures and top tips
31 Aug 2002 Are two stronger than one? Estates Gazette Before and after a merger
27 Jul 2002 From trad jazz to new wave Estates Gazette Ads, sales promotions and innovation
Jul 2002 Get yourself connected Construction Marketer Effective networking skills and tips
29 Jun 2002 How to improve your aim Estates Gazette Latest tips on direct mail and the use of freemiums
Jun 2002 Stress – we’ve got it beat Professional Marketing The causes of stress, the physiological impact and strategies for dealing with it
1 Jun 2002 Don’t buy old ideas on selling Estates Gazette Opinion – Are salespeople born or made? What are the property sector’s selling skills like?
11 May 2002 What to say to the bosses Estates Gazette Opinion – Key marketing messages for senior management
May 2002 How to manage organisational change Professional Marketing Book review of D E Hussey work published by The Sunday Times
Apr 2002 Marketers’ survival guide to Japan Professional Marketing
Apr 2002 How to mount a charge Estates Gazette Opinion – Pricing of professional services in the property sector
Spring 2002 A delegate’s eye view Coach & Mentor Report on the Oxford School of Coaching and Mentoring annual conference in July 2001
9 Mar 2002 Doers and thinkers required Estates Gazette Opinion – Role of marketing specialists in property sector
2 Mar 2002 Bold takes the gold Estates Gazette Dos and Don’ts for marketing based on the PAMADA awards
Mar 2002 A rewarding award experience? Professional Marketing As a judge, I review the quality of entries in the PAMADA awards
9 Feb 2002 Take your clients seriously Estates Gazette Opinion – Need for client research in property industry
12 Jan 2002 Harness the power of Xmas Estates Gazette Opinion – The marketing database
Jan/Feb 2002 The McKinsey Way MPF Review Book Review of Ethan M Rasiel’s work

2001

Date Title Publication Comments Key words
1 Dec 2001 Marketing: it’s time to get smart Estates Gazette Opinion – Improving marketing skills
3 Nov 2001 How to prosper in hard times Estates Gazette Opinion – Coping with a reduced marketing budget
November 2001 Neurolinguistic Programming Professional Marketing An introduction to the subject
TBC PMI Introducing NLP A summary of what neuro linguistic programming is about and how it can be applied in marketing
13 Oct 2001 More than an ad hoc tool Estates Gazette Research on marketing in the property sector
6 Oct 2001 Listen and learn from experience Estates Gazette Review of Professional Marketing Forum with Leslie de Chernatony on branding
1 Sep 2001 How to polish top brass Estates Gazette Marketers on the board
Sep 2001 Favourite fundamentals Professional Marketing Six favourite marketing models and theories
4 Aug 2001 How firms can pack a big punch Estates Gazette Branding
30 June 2001 Let your mouse do marketing Estates Gazette Direct marketing, e-mail campaigns and CRM
23 June 2001 How to capture more in the web Estates Gazette Web marketing
June 2001 Strategic Selling Professional Marketing Review of Miller Heiman
June 2001 Getting the web right Professional Marketing Case study – From integrated marketing strategy to award winning web site at Weatheralls
June 2001 Conference Report: Michael E Porter Competitive Strategy 2001 Professional Marketing International
May 2001 How to: coach and mentor Professional Marketing International An interview with Ron Vaughan of Barnes Kavelle
26 May 2001 Made of data and concrete Estates Gazette Developers’ use of market research, segmentation and product development
May 2001 Porter on competitive strategy Professional Marketing Conference review
21 April 2001 Carrots to lure diamonds Estates Gazette Graduate recruitment  in the property sector.
March 2001 Book review – Brand Leadership by Aaker and Joachimsthaler Professional Marketing International
Winter 2000/2001 Marketing to businesses Eclectic (Institute of Bankers) A detailed exploration of the shifting boundaries between B2B and B2C marketing approaches.
17 Feb 2001 How distinction relies on instincts (Awards) Estates Gazette Fly on the wall account of the  judging process at the UK Property Design and Marketing Awards.

2000

Date Title Publication Comments Key words
11 Nov 2000 Agents must try harder Estates Gazette Senior Professional Marketing professionals give their views on marketing in commercial property with quotes from Chesterton, Jones Lang Lasalle, Knight Frank, King Sturge, Weatherall Green & Smith, Wheeler Associates
14 Oct 2000 How to win friends and influence profit (marketing vs. sales) Estates Gazette An exploration of the differences between marketing and selling in the commercial property world
16 Sep 2000 Promo-sapiens’ tool (Sales promotion techniques) Estates Gazette Research into the use of sales promotion (freebies) in the commercial property sector.
29 Jul 2000 In fear of the new (Innovation in Professional Marketing) Estates Gazette Original research into innovation in marketing in the commercial property market. Lots of quotes.
15 Jul 2000 Target practice Estates Gazette Propery occupiers give their views on marketing. Quotes from: Oracle, Independent Insurance, IBM, Lloyds TSB, The Crown Estate, Microsoft and IDRC.
Jun 2000 Developing new services from E-commerce Professional Marketing International Case study from Weatherall Green & Smith
Mar 2000 What every partner needs to know about E-commerce Managing Partners’ Bulletin
Mar 2000 How to encourage good account management in a medium sized practice Professional Marketing International
Feb 2000 Book Review – The Professional Service Firm 50 by Tom Peters Professional Marketing International
30 Jan 2000 Marketing – How inhouse lawyers rise to the challenge Law Society Gazette Extensive quotes from Rupert Bondy at SmithKline Beecham and Brian Clark at IMG

1999

Date Title Publication Comments Key words
Oct 1999 What, no marketing? Axiom What would happen if a law firm lost its marketing team. Includes a rough guide to marketers.
Sep 1999 How to produce an internal newsletter Professional Marketing International Includes quotes from Banner McBride, the internal communications consultancy of WPP plc
Summer 1999 Book review – Kotler on Marketing: How to create and dominate markets by Philip Kotler Professional Marketing International An essential introduction to marketing theory from The Guru
May 1999 Book review – New Marketing Era (Marketing to the imagination in a technology driven world) by Paul Postma Professional Marketing International Fab ideas from Ernst & Young!
Apr 1999 How to: Influence management in smaller practices Professional Marketing International
Mar 1999 Marketing Basics – How are we doing? Professional Marketing International Marketing audits
Mar 1999 Case studies in Solicitors Make a Will week Law Society Gazette Real life examples

1998

Date Title Publication Comments Key words
Winter 1998 Marketing Basics: Segmentation Professional Marketing A key concept
Nov 1998 What keeps senior marketers awake at nights? Professional Marketing With comments from Arthur Andersen, D J Freeman, St Quintin, Richard Ellis
Sep 1998 What’s innovative in professional services marketing? Professional Marketing With comments from Boodle Hatfield, Arthur Andersen,Titmuss Sainer Dechert, D J Freeman, Mercer Management Consultants, Richard Ellis and St Quintin
Summer 1998 Corporate Man to Corporate Skunk Professional Marketing Review of the Stuart Crainer biography of Tom Peters
Jul 1998 Impact of technology on law firm marketing Professional Marketing Specifically addressing market research, Internet sites, database marketing and the client relationship
May 1998 Online Marketing Handbook (Online) Review of the book by Daniel S Janal on how to promote, advertise and sell your products and services on the Internet (1998 edition)
May 1998 Can’t sell, Won’t sell Managing for Success Why lawyers find it difficult to sell
May 1998 Direct and Database Marketing Professional Marketing Review of the book by Graeme McCorkell. Essential reading!
Apr 1998 Don’t they know that it’s different for girls Professional Marketing Based on a pilot research study into gender differences in marketing and selling in law firms
11 Mar 1998 Confronting the fears of finance Law Society Gazette Review of Profitability and financial management: A guide for medium sized and smaller practices by Andrew Otterburn
Feb 1998 Review of The Lawyer’s Guide to Marketing on the Internet Professional Marketing

1997

Date Title Publication Comments Key words
19 Nov 1997 Management guru flies over solicitors’ heads Law Society Gazette Review of Making sense of law firms: Strategy, structure and ownership
Nov 1997 Market Square – Business Development Training – An holistic Approach Axiom Examples of marketing training programmes
Oct 1997 Marketing Basics: Working with printers Professional Marketing Mentions Jevrons Brown
15 Oct 1997 Focus – Annual Conference – Client Care Law Society Gazette Includes a review of John Freeman’s Client Management for Solicitors
17 Sep 1997 How to assess how much business advertising drums up Law Society Gazette Includes quotes from Rowe & Maw
Summer 1997 Marketing Basics:  External Factor Analysis Professional Marketing An important anaylsis tool
Summer 1997 True Professionalism Professional Marketing Review of the excellent book by David Maister
11 Jun 1997 Focus – Probate marketing Law Society Gazette Includes quotes/case studies from Mundays, Cole & Cole and Kaye Tesler & Co
16 Apr 1997 Focus – Partnership – Internal communications breaking down the assistant-partner barriers Law Society Gazette
12 Mar 1997 Weekend Work Law Society Gazette Advice on planning the annual partnership retreat
5 Mar 1997 How are we doing? Law Society Gazette About client research
Feb 1997 Strategic Marketing Management 96-97 Professional Marketing Review of the book by Fifeld and Gilligan
Jan 1997 Law firm marketing in the UK: Current Trends Law Marketing Exchange US publication

1996

Date Title Publication Comments Key words
Winter 1996 Is marketing a profession? Professional Marketing An opinion piece
31 Oct 1996 KPMG steals lead in debate on transparency International Accounting Bulletin Review of their new ad campaign
2 Oct 1996 Market recovery Law Society Gazette How marketing can help firms that have run into financial difficulty
Sep 1996 Dealing with difficult partners Professional Marketing Good for a laugh. This generated lots of feedback!
12 Jun 1996 Prime Positions Law Society Gazette Getting the most from your advertising
Jun 1996 Implementing client care programmes Professional Marketing Second of two articles
May 1996 Putting clients’ needs first Professional Marketing First of two articles on Clientcare
21 Feb 1996 Niche Trends Law Society Gazette Includes case study of Ross & Craig’s environment unit
Feb 1996 Beyond Certainty Professional Marketing Review of book by Charles Handy
31 Jan 1996 Firm Building Law Society Gazette How a sole practitioner expands – case study of Charles Hartley in Yorkshire
Jan 1996 Why it can’t be left to the partners Legal Abacus Compiled from notes to delegates at 95 Annual Conference of the Institute of Legal Accountants of Ireland

1995

Date Title Publication Comments Key words
11 Dec 1995 Marketing Surgery Legal Times Conferences
4 Dec 1995 Marketing Surgery Legal Times First actions
27 Nov 1995 Marketing Surgery Legal Times Internal vs External PR
20 Nov 1995 Marketing Surgery Legal Times Basic terms
13 Nov 1995 Marketing Surgery Legal Times Articles
Nov 1995 Marketeers Ahoy! Professional Marketing Report on the Marketing Forum conference on board The Canberra
23 Oct 1995 Marketing Surgery Legal Times Marketing training. Marketing partners
16 Oct 1995 Marketing Surgery Legal Times Quality and marketing
11 Oct 1995 Junking a Mail Myth Law Society Gazette Direct mail basics
9 Oct 1995 Marketing Surgery Legal Times Client reactions
4 Oct 1995 To bid or not to bid? Law Society Gazette Competitive tendering
25 Sep 1995 Marketing Surgery Legal Times Corporate entertaining
Sep 1995 Marketing training is not an optional extra Professional Marketing Report on workshop at Legal Education and Training Group conference
27 Jun 1995 Marketing Surgery Legal Times External PR vs inhouse. Advertising
13 Jun 1995 Marketing Surgery Legal Times Marketing and sales training. Private vs commercial clients.
1 Jun 1995 The ABC Guide to marketing Law Society Gazette Step by step strategy
31 May 1995 Marketing Surgery Legal Times Marketing databases. Networking
16 May 1995 Marketing Surgery Legal Times Assessing PR consultants. Developing existing clients. Review of presentations book.
2 May 1995 Marketing Surgery Legal Times Brochures. Direct Mail
May 1995 Choosing a public relations agency Legal Executive Journal
Apr 1995 Don’t they need marketing specialists? Professional Marketing Report on Century/Times conference ‘Competitive Marketing for Accountants and Solicitors’
29 Mar 1995 Off to market Law Society Gazette Marketing and sales training
Mar 1995 What goes around, comes around Professional Marketing Review of PSMG Annual Conference

1994

Date Title Publication Comments Key words
Dec 2004 Wow! That’s a great idea! Professional Marketing Review of the book by Ed Bernaki
Dec 2004 Brands and branding in the financial services sector Eclectic (Institute of Bankers) Interviews with Citigate Albert Frank advertising agency and Brand Finance
6 Nov 2004 Sharp images stop perfect pitch going flat Estates Gazette Latest developments on bidding in the property and construction sectors. Interviews with Pellings, Mayer, Brown, Rowe & Maw, Knight Frank, Atis Real Weatheralls and Berrymans Lacemore
Nov 2004 Eighteen Turns Cork 2005 European Capital of Culture Interview with Daniel Libeskind (architect)
Summer 2004 Successful negotiating techniques Professional Marketing Review of a course
Summer 2004 The new marketing: Transforming the corporate future Professional Marketing Review of the book by Malcolm McDonald and Hugh Wilson. Very highly recommended
3 Jul 2004 Winning strategies Estates Gazette Report on the third Marketforce conference
May 2004 How to: Prepare a marketing budget Professional Marketing
May 2004 How marketing can add more value Professional Marketing Report on web seminar by Steve Blundell
24 Apr 2004 How to stand out in the corporate crowd Estates Gazette Organising effective and memorable client events
Mar/Apr 2004 Account management for commercial clients. Developing and using account plans. Legal Abacus Fourth (and final) in the series
27 Mar 2004 Find out what you want, then proceed Estates Gazette Interviews and reports on getting the right marketing advice in the property sector
6 Mar 2004 Eyes of the beholders Estates Gazette Interview and report on marketing at the RICS
Jan/Feb 2004 Client research to support account management Legal Abacus Third article in the series

1993

Date Title Publication Comments Key words
Sep 1993 Applying total quality management to the law practice Professional Marketing Review of the book by Reed
Apr 1993 The marketing plan Professional Marketing
Mar 1993 What is marketing? Professional Marketing
Feb 1993 Do gooders or good-doers? Practice Marketing International Sponsorship
Jan 1993 To advertise or not to advertise Practice Marketing International
Apr 1993 What do you want from marketing? Professional Marketing Interviews Price Waterhouse, Ove Arup & Co, Nicholson Graham & Jones, Grimley J R Eve, RMJM
Mar 1993 Going international Practical Marketing International
Mar 1993 Never mind the quality, what about survival? Practical Marketing International Interviews Price Waterhouse, Ove Arup & Co, Nicholson Graham & Jones, Grimley J R Eve, RMJM
Nov 2003 Culture and systems to support successful account management Legal Abacus Second article in series
Winter 1993 Dale Carnegie training Professional Marketing Review of an executive briefing

1992

Date Title Publication Comments Key words
Dec 1992 The making of a marketer Practice Marketing International Marketing training
Nov 1992 Making the most of the media Practice Marketing International Basics in media relations
Oct 1992 Professional Explorers Practice Marketing International Market research
Sep 1992 How to pick a PR consultant Practice Marketing International
Aug 1992 How to put on a good show Practice Marketing International Organising client seminars
Jun 1992 The marketing database Practice Marketing
May 1992 You hear me, but are you listening? Practice Marketing Active listening skills
May 1992 The internal audience Practice Marketing Internal communications
Feb 1992 Communication effectively through body language Practice Marketing Non verbal communication

1991

Date Title Publication Comments Key words
Dec 1991 Marketing qualifications Practice Marketing
Nov 1991 The inhouse marketing professional Practice Marketing
Jun 1991 The Informal Legal Marketing Forum Legal Business
Jan 1991 Issues facing those marketing the legal profession Marketing Manager’s Yearbook

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