Relationship marketing: What if … ?

Cleopatra Veloutsou (Department of Business and Management, University of Glasgow, Glasgow, Scotland)
Michael Saren (Department of Marketing, University of Strathclyde, Glasgow, Scotland)
Nikolaos Tzokas (University of East Anglia, Norwich, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 May 2002


Academics and market professionals appreciate the importance of relationship marketing for contemporary firms. Yet, relationship marketing strategies and tactics are context specific. Based on opinions expressed in an academic “think tank” held at Lake Menteith in Scotland and the use of an expert system, this paper reports how business relationships may develop in the future and the practices that should be used under certain scenarios. It concludes with recommendations of areas where further research activity in relationship marketing is required.



Veloutsou, C., Saren, M. and Tzokas, N. (2002), "Relationship marketing: What if … ?", European Journal of Marketing, Vol. 36 No. 4, pp. 433-449.

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Copyright © 2002, MCB UP Limited

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