Talk of ''global'' law firms was once just propaganda from national or regional firms wishing to appear more impressive to their clients. But today, more and more attorneys are finding themselves at firms with truly worldwide reach.
Because marketing is by definition an effort that takes time, frustration grows and interest often wanes among attorneys. Typical first steps undertaken by attorneys are exactly those that take long and bring few immediate results. There are several marketing activities that require little time and can bring immediate results. If appropriate initial actions are taken, internal support for other longer-range activities grows.