Introduction Who this book is for The structure of the book General rules about solicitors' advertising Section 1: The Legal Industry Today 1 An Industry In Transformation Introduction Drivers of transformation Skills beyond law Summary Section 2: Fundamentals of Modern Marketing 2 Professional, Ethical Marketing Introduction Client-centric marketing - solving problems What is professional, ethical marketing? The anti-marketing mindset Marketing and sales Developing your value proposition Summary 3 Overcoming Industry Challenges Introduction How marketing overcomes current industry challenges Traditional and digital marketing Industry authority Developing a marketing strategy Summary 4 Marketing Strategy - Considerations Introduction Client personas Understanding and aligning marketing tactics to the client journey Brand marketing vs lead generation marketing Acquisition marketing vs retention marketing Inbound marketing vs outbound marketing Traditional marketing vs digital marketing Marketing vs advertising Content marketing Summary Section 3: The Marketing Ecosystem 5 The Marketing Ecosystem and Owned Media Introduction The power of the marketing ecosystem What is owned media? Summary.