Legal marketing: proposition for a conceptual definition
by Chiara Da Silva Simões; Daniel Nascimento-e-Silva
International Journal of Private Law (IJPL), Vol. 9, No. 4, 2020

Abstract: This study aims to present a proposal for a conceptual definition of legal marketing. It used the four stages of the conceptual bibliographic method, which is characterised by the formulation of a question of conceptual research, collection, and organisation of data for the generation of a conceptual response, to generate the definition sought from the state of the art of the established original concept marketing. The results pointed out process as the general equivalence term, and the characteristics that characterise the marketing found were creating value and supplying needs, translated as a common good. The conclusion shows that legal marketing is promoting the common good by drafting laws that promote social harmony. It differs entirely from what could today be called legal marketing, which is establishing communication channels to create personal or business value by supplying its clients' needs to obtain profit.

Online publication date: Fri, 09-Apr-2021

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