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Now, more than ever before, law firms have to use marketing to compete for work. The rise of alternate business structures, and the growing number of mergers and acquisitions has led to the demise of the old-fashioned wait-until-the-business-comes-to-us approach. That’s because these competitors, with their boardroom-devised strategies and enviable budgets, are adopting an aggressive stance when it comes to all-things marketing. As a result, a well-documented marketing communications plan has become an essential part of a legal practice’s everyday toolkit.