Second fiddle.

• Author: Gavazzi, Serena

I am of the opinion that the most effective marketing tool in our industry is securing excellent lawyers who work with cutting-edge technologies and disseminating information on their activities outside of the firm. In my firm, the role of the marketing department is focused mainly on collecting information on the firm's business and communicating such information internally and externally This collection activity is essential for all the marketing activity inside a firm: internal communication through newsletters to streamline cross-selling and external communication with journalists, directories, research institutes and potential clients through presentations, brochures and the website. Other significant marketing activities for our organization are the seminars that we organize and our advertising materials.

In the United States, the marketing approach is more aggressive and structured compared with Italy Marketing is an essential tool to compete against other firms and become known in a jurisdiction "a thousand times"...