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You searched Library Catalogue - Publisher: Crisp Publications,
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Call Number (WOU)
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SP CEMBA 2010
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Author
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Tey, Chin Hui
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Title
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Marketing strategies of legal practitioners in Johor Bahru, within the ambits of the statutory constraints and restriction, without sacrificing the professionalism, dignity and honourable of the legal profession. / Tey Chin Hui
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Abstract
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The study seeks to analyse the strategies adopted by legal practitioners in Johor Bahru in
marketing themselves and their services, within the ambits of the legal constraints and/or
restriction, without sacrificing the professionalism, dignity and honourable of the legal
profession. The writer has decided to conduct research over this topic because the writer
is of the views that legal practice has been treated as both a profession and business
nowadays and thus there is a need for each and every legal practitioner to market himself
and his services, upon taking into account the legal constraints and/or restrictions and
the duty to preserve the professionalism, dignity and honourable of the legal profession.
The writer has adopted qualitative research methods in conducting the research, whereby
the writer has interviewed some selected practising lawyers in Johor Bahru and the
writer has also conducted case study, articles and journals analysis over similar issues to
gain more understanding over the research questions to enable achievement of the
research objectives of the study. The findings show that the marketing activities
undertaken by legal practitioners in Johor Bahru are still at infant stage, whereby the
legal practitioners are still quite passive in carrying out marketing orientation. It is noted
that generally the legal practitioners are mainly depend on words of mouths to expand
their networking although there are lawyers that are more proactive in carrying out
marketing activities by organising talks and seminars to educate their clients. On the
other hand, there are legal practitioners that have made used of the technology as their
marketing tools to further enhance their relationship with their clientele. Nevertheless,
one of the respondents has highlighted that “branding” is an emergence marketing tools
that can adopted nowadays. Upon analysing the findings obtained, the writer felt that the
marketing strategies of local legal practitioners are still at infant stage and there are still
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rooms for improvements and thus the writer has made several recommendations from
the legal practitioners, clients and competitors perspectives. The writer hopes that the
recommendations will act as guidance to the local practitioners to assist them in
expanding their existing marketing strategies so that they could remain to be competitive
in the legal industry and they would be more readily to face the competitions by foreign
lawyers upon liberalisation of the local legal industry as well.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2010
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Physical Description
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126 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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