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change pursePower of the Purse: How Corporate Procurement is Influencing Law Firm Selection

Tuesday, December 6, 2011, noon
Pound 108, Harvard Law School

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Silvia Hodges
Adjunct Professor
Fordham University School of Law

Dr. Silvia Hodges teaches marketing and management at Fordham Law School in New York. As a speaker and researcher, she focuses on law firm marketing and management issues, in particular on how clients buy legal services and cross-cultural/international challenges of law firms.

Silvia earned her PhD at Nottingham Law School (UK) with Prof. Stephen Mayson on the topic: “Marketing legal services to medium-sized companies”. Silvia also holds a master’s degree in business from Universität Bayreuth (Germany) and Warwick University (UK) and an undergraduate degree in economics. She was awarded the 2009 Arizona State University Center for Services Leadership/Liam Glynn Research Scholarship and a PhD scholarship from the German Department of Education and Research.

Silvia conducted a number of studies on international legal buying behavior, including Europe, Latin America, and the US. Prior to joining academia, Silvia worked as a marketing manager to law firms in Europe. She has authored “Winning Legal Business from Medium-Sized Companies” (Ark 2011) and the first book on legal marketing in Italy (WoltersKluwer 2007). Silvia was a columnist on law firm marketing in an Italian business newspaper. She frequently lectures and publishes on international law firm marketing and management.

Sven Tuzovic
Assistant Professor of Marketing at
Pacific Lutheran University

Sven Tuzovic is an Assistant Professor of Marketing at Pacific Lutheran University, Tacoma, WA. He was a Visiting Professor in Marketing at Murray State University (2006/07) and at the University of New Orleans (2005/06). He received his Doctoral Degree in Marketing from the University of Basel in Switzerland in 2004, and he holds a Graduate Degree in Business Administration (“Diplom-Kaufmann”) from the Catholic University of Eichstätt-Ingolstadt, Germany, and a BBA from Georgia Southern University, Statesboro, GA. Sven has published several articles in publications that include Journal of Services Marketing, Journal of Relationship Marketing, Managing Service Quality, International Journal of Pharmaceutical and Healthcare Marketing, and has made numerous conference presentations relating to his research. He has won two research awards, and serves as reviewer for several marketing journals. 

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