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Title: Legal marketing: proposition for a conceptual definition

Authors: Chiara Da Silva Simões; Daniel Nascimento-e-Silva

Addresses: Lutheran University Center of Manaus, Avenida Carlos Drummond de Andrade, Conjunto Atílio Andreazza, 1460, Japiim, 69077-730 Manaus, Amazonas, Brazil ' Federal Institute of Education, Science and Technology of Amazonas (IFAM) – Campus Manaus Distrito Industrial, Avenida Governador Danilo de Matos Areosa, 1731, Distrito Industrial, 69075-351 Manaus, Amazonas, Brazil

Abstract: This study aims to present a proposal for a conceptual definition of legal marketing. It used the four stages of the conceptual bibliographic method, which is characterised by the formulation of a question of conceptual research, collection, and organisation of data for the generation of a conceptual response, to generate the definition sought from the state of the art of the established original concept marketing. The results pointed out process as the general equivalence term, and the characteristics that characterise the marketing found were creating value and supplying needs, translated as a common good. The conclusion shows that legal marketing is promoting the common good by drafting laws that promote social harmony. It differs entirely from what could today be called legal marketing, which is establishing communication channels to create personal or business value by supplying its clients' needs to obtain profit.

Keywords: legal marketing; conceptual definition; marketing; conceptual enunciation; advocacy marketing; legal advertising; advocacy advertising; attributes of legal marketing; legal marketing equivalence term; juridic services.

DOI: 10.1504/IJPL.2020.10035723

International Journal of Private Law, 2020 Vol.9 No.4, pp.272 - 294

Received: 30 May 2020
Accepted: 20 Dec 2020

Published online: 06 Apr 2021 *

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