Name:

Faculty: MRK
Group:
Year of study: 1

I. Referencing the source:

Harridge-March, S. (2008). Direct marketing and relationships: An opinion piece. Direct
Marketing: An International Journal, [e-journal] 2(4): 192-198. Available through Emerald
(database)
http://www.emeraldinsight.com/doi/pdfplus/10.1108/17505930810931008 [Accessed 6
December 2016]
II. Content:
A. Main ideas:
The aim of this paper is to evidentiate the powerful link between direct marketing
and relationship marketing and how they could further empower each other.
Relationship marketing is in essence an exchange of benefits between the
business and the client which enhances the business’ performance and increases
the client’s satisfaction.
Direct marketing focuses more on the client’s behavior and how one can
manipulate this behavior in order to maximize the return of investment.
Along with these two primary concepts, creating personalized products or
services and delivering them through a strategic customer relationship is the key
of a valuable and sustainable marketing strategy.
B. Quotes:
1.” Direct marketing, like relationship marketing, involves both acquiring new
customers and keeping those already gained.”(Harridge-March, 2008)

2. “Contemporary customer relationship management software can help

marketing organisations analyse their success with campaigns.”(Harridge-March,
2008)

3. “Inviting customers to recount their dissatisfaction and invite them to talk

about what is prompting their imminent departure can be built into interactive
tools and direct marketing messages”, as Harridge-March (2008) stated.
III. Recommended references:
1. Alreck, P.L. and Settle, R.B. (2007). Consumer reactions to online behavioural
tracking and targeting. Journal of Database Marketing & Customer Strategy
Management, [e-journal] 15(1): 11-23. Available through SpringerLink (database)
http://link.springer.com/article/10.1057/palgrave.dbm.3250069
2. Cannon, J.P. and Perrault, W.D. (1999). Buyer-seller relationships in business markets.
Journal of Marketing Research, [e-journal] 36(4): 439-60. Available through Ebsco Host
Connection (database)
http://connection.ebscohost.com/c/articles/2594441/buyer-seller-relationships-business-
markets
3. Cox, J. (2001). Can differential prices be fair?. Journal of Product and Brand
Management, [e-journal] 10(5): 264-75. Available through Emerald (database)
http://www.emeraldinsight.com/doi/pdfplus/10.1108/10610420110401829
4. Davis, R., Buchanan-Oliver, M. and Brodie R. (1999). Relationship marketing in
electronic commerce environments. Journal of Information Technology, [e-journal]
14(4): 319-31. Available through SpringerLink (database)
http://link.springer.com/article/10.1080/026839699344449
5. Gee, R., Coates, G. and Nicholson, M. (2008). Understanding and profitably managing
customer loyalty. Marketing Intelligence & Planning, [e-journal] 26(4): 359-74.
Available through Emerald (database)
http://www.emeraldinsight.com/doi/pdfplus/10.1108/02634500810879278