Direct Marketing and Relationships
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- Date Submitted: 02/24/2014 02:34 PM
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DMIJ 2,4
VIEWPOINT
Direct marketing and relationships
An opinion piece
Sally Harridge-March
Oxford Brookes University, Oxford, UK
Abstract
Purpose – The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be enhanced by relationship marketing principles. Design/methodology/approach – This is a personal viewpoint based on many years of working in, teaching and research of direct and relationship marketing. Findings – The paper finds that both disciplines of direct marketing and relationship marketing have something of value to the other. The combination of the two strategies can only be of value and benefit to both customers and organisations. Originality/value – The value of this paper is that it outlines the symbiotic strength of direct marketing and relationship marketing that allows contemporary marketers to utilise the best of both disciplines to establish and maintain strong relationships with their customers Keywords Direct marketing, Relationship marketing Paper type Viewpoint
192
Introduction Direct marketing has matured into an increasingly exact and complex science requiring knowledgeable and experienced practitioners. More and more marketers are convinced that they need to develop closer relationships with their customers in order to achieve behavioural loyalty. This paper explores the complementary effect of relationship marketing with direct marketing and draws attention to the foundations of direct marketing that can be enhanced by relationship marketing principles. Relationship marketing Relationship marketing is a term introduced by Berry (1983) that puts forward that marketers should move away from transactional marketing and build longer term relationships with their customers, focusing on building trust between...
DMIJ 2,4
VIEWPOINT
Direct marketing and relationships
An opinion piece
Sally Harridge-March
Oxford Brookes University, Oxford, UK
Abstract
Purpose – The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be enhanced by relationship marketing principles. Design/methodology/approach – This is a personal viewpoint based on many years of working in, teaching and research of direct and relationship marketing. Findings – The paper finds that both disciplines of direct marketing and relationship marketing have something of value to the other. The combination of the two strategies can only be of value and benefit to both customers and organisations. Originality/value – The value of this paper is that it outlines the symbiotic strength of direct marketing and relationship marketing that allows contemporary marketers to utilise the best of both disciplines to establish and maintain strong relationships with their customers Keywords Direct marketing, Relationship marketing Paper type Viewpoint
192
Introduction Direct marketing has matured into an increasingly exact and complex science requiring knowledgeable and experienced practitioners. More and more marketers are convinced that they need to develop closer relationships with their customers in order to achieve behavioural loyalty. This paper explores the complementary effect of relationship marketing with direct marketing and draws attention to the foundations of direct marketing that can be enhanced by relationship marketing principles. Relationship marketing Relationship marketing is a term introduced by Berry (1983) that puts forward that marketers should move away from transactional marketing and build longer term relationships with their customers, focusing on building trust between...