Most law firms, especially smaller ones, market in an ad hoc manner. Every marketing decision is taken on a case-by-case basis and decided without any consistent rationale. Though planning law firms can improve the return they receive through marketing.
There are two basic approaches to setting a marketing plan budget: top-down and bottom-up. The difference in these two approaches is often seen as starting with strategy and then choosing one’s tactics, or first selecting the best tactics and then devising a strategy around them. In practice, one often goes back and forth between the two.