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Lazy, Selfish and Ruthless: Marketing Legal Information Services

Published online by Cambridge University Press:  02 February 2024

Matthew Leopold
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Abstract

“I will build it and so they will come” is not an effective strategy for any business or business function, Matthew Leopold tells us, and in this article, based on his presentation at the BIALL Conference in Belfast, he expands on this, exploring the importance of marketing legal information services internally and externally. Drawing on marketing principles and insights from renowned marketing thought leaders and academic research, this paper presents a four-step framework to enhance marketing effectiveness: understanding marketing's role, capturing attention through relevance and connection, delivering impactful communications and implementing actionable campaigns. By employing these strategies, legal information professionals can effectively promote their library services, enhance their visibility and meet the evolving needs of their audience.

Keywords

marketingmarketing strategybrandinginformation services
Type
Conference Papers
Information
Legal Information Management , Volume 23 , Issue 4 , December 2023 , pp. 230 - 235
Copyright
Copyright © The Author(s), 2024. Published by British and Irish Association of Law Librarians

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