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"Marketing" at Wachtell, Lipton, Rosen & Katz
Describes the history and unique operating principles of the most successful corporate law firm in the country. Closes with a lengthy quotation by Martin Lipton, who is one of the firm's founding partners and who is described in an American Lawyer article as the "Elvis Presley of the M&A field." Lipton reflects on certain activities that the firm carries out aimed at building its reputation. Whether or not these activities constitute marketing is left an open question.
Keywords: Marketing Strategy;
Legal Services Industry;
Lorsch, Jay W., and Samanta Graff. "Marketing" at Wachtell, Lipton, Rosen & Katz. Harvard Business School Case 496-037, November 1995.