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Kaplan Featured in Pennsylvania Law Weekly

August 3, 2010

Zarwin Managing Shareholder, Mitchell Kaplan was quoted in the August 3, 2010 issue of Pennsylvania Law Weekly in the Business of Law section.  The article titled, “More Midsized Firms Seeking Business Development Help”, was devoted to an examination of the continuing trend of law firms in hiring dedicated marketing employees.  When asked about what clients are looking in a law firm, Kaplan stated, “Clients want to see efficient and effective results for their dollar, and while that’s always been the case, more clients today are examining their legal budgets, trying to make some cuts and looking for more efficiencies in their law firms.”  The article went on to quote Kaplan further, “Part of marketing a law firm is to market the efficiencies.  I definitely believe its more important today than the day before and it will continue to be that way because of increased competition.”

Later in the article when discussing marketing efforts by non-legal personnel, Kaplan stated, “Our feeling at this firm is that clients hire attorneys, they don’t hire law firms.  I think a client wants to know who they’re going to be working with.”


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