Marketing for customer care

IT IS astonishing that you believe the marketing professionals in UK law firms simply rely upon "the power of the brand" (The Lawyer, 11 January), as if they were selling washing powder, or that they have never considered the value of the existing clients.

Enlightened marketing activity is about long-term relationship building, customer care, market segmentation, service delivery and adding value to the client-firm relationship. Apart from some competitive differentiation, branding and advertising are largely irrelevant.

David Rough, Cranfield University School of Management