Thinking about relationship marketing: where are we now?

Abstract

Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.

Citation

Rao, S. and Perry, C. (2002), "Thinking about relationship marketing: where are we now?", Journal of Business & Industrial Marketing, Vol. 17 No. 7, pp. 598-614. https://doi.org/10.1108/08858620210451118