Defense Date


Document Type


Degree Name

Master of Science



First Advisor

Deborah L. Cowles


Despite the fact that attorneys face stringent ethical restrictions regarding claims they can make about their legal abilities, the culture of many law firms is probably the greatest barrier to effective legal marketing. Expectancy theories, which state that behavior follows rewards, support this hypothesis. Culture affects many facets of a law firm: (1) its attitude about profitability, (2) the attorneys' understanding of effective business procedures, (3) the definition of value — from the firm's perspective and the perspective of clients and prospects, (4) management structure, decision making, and accountability, and (5) attitudes about change. This thesis examines the role that culture and expectancy theories play in a law firm's marketing success.

Although the number of legal marketing professionals seems to be increasing, the current literature does not provide a formal assessment of the effectiveness of law firm marketing. This thesis project measures the effectiveness of law firm marketing in quantitative terms.


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