Date of Award

1997

Document Type

Thesis

Degree Name

Master of Art

First Advisor

Marilyn Patterson

Second Advisor

Betty LeMasters

Third Advisor

Arlene Taich

Abstract

This thesis will focus on the study of developing a marketing strategy for an attorney firm with the main focus being estate planning and wills. Statistics show that approximately 77 million Americans born between 1946 and 1964 are now entering middle age. This represents one-third of the population in the United States who will be the senior citizens of the next century. Due to increasing life spans, the eider's role and societal views, this age group demands a change of their needs. These needs not only include elements suclh as Social Security and housing but a broader perspective of planning for the future, both physically and financially. They also require the tools to begin planning for the future before it is too late.

The purpose of this study is to research various estate planning tools. The end product will be the ability to plan for the future now with the utilization of legal referrals and advice.

Once the survey and marketing materials were prepared, an attorney was asked to review the results and provide input on the research in order to provide a beneficial marketing strategy for the firm. The results of the research rendered a marketing strategy and marketing tools for Kramer & Frank, P.C., a law firm located in St. Louis, Missouri.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

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