Access to information is a dangerous thing — to the people who have previously benefited from controlling the information. Just ask former travel agents driven out of business by passengers who now have access to the fares, schedules and booking systems they need to book their own travel. Or the car dealers whose customers know, before setting foot into the showroom, exactly how much the dealers paid for a vehicle. Or the real estate agents whose clients run their own comparables and begin to wonder why they need an agent at all.
Every law firm knows that IT helps it to do more, better, faster. While sometimes slow to catch on to some technologies, successful firms have learned how to increase the efficiency of their practices with practice management, case management, client relationships management and other technology tools. A new generation of marketers is effectively using technology to reach new clients and new markets.
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