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Marketing Change: Differentiation Amid Upheaval

By Timothy B. Corcoran
December 28, 2011

Recent news reports suggest that large groups of outraged consumers can influence the pricing policies of large businesses and financial institutions. The Occupy Wall Street movement? No! In-house counsel have, after years of grumbling, finally motivated law firms to act differently, putting client needs above the law firms' own arcane business models and billing policies. However, few law firm leaders view these changes as positive, so many do a poor job of promoting their enhanced capabilities as a competitive advantage.

What Has Really Changed?

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