Abstract: Legal marketing is a phenomenon that has been part of the daily lives of many legal professionals and institutions around the world. However, there is a profound lack of scientifically based knowledge to guide and guide actions in this direction, avoiding, for example, the confusion between legal marketing and advertising for attorney services. This study aimed to present a proposal for an operational definition for legal marketing based on contemporary state of the art. The results showed that legal marketing is a process composed of four stages, each structured around specific constructs and their respective forms of measurement, which allow both legal professionals and their institutions to elaborate their actions differently, if for the legal marketing, if for the marketing of your services, attorney marketing. The conclusion shows that legal marketing can be operated from 15 constructs and 37 measurement methods.
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