Inside Outside: How Business Buy Legal Services

In a realm of law firm marketing literature that so often fails to understand the unique qualities of the legal profession and how lawyers relate to their markets, this book goes more deeply and intelligently into the mindset of corporations and how they purchase legal services. Where most marketing books go into the mechanics of the marketing process and miss the point about the subtleties of the process, Smith goes to the core of the process with a kind of sophistication rarely seen in law firm marketing literature. This book is essential to every law firm that wants to understand its markets and how people buy their services.