The Evolution and Peculiarities of Relationship Marketing Concept in the Changing Marketing Philosophy and Management Practice
The Evolution and Peculiarities of Relationship Marketing Concept in the Changing Marketing Philosophy and Management Practice

Summary/Abstract: Relationship marketing has emerged as a big new idea for many marketing researchers and practitioners. Relational management models, as opposed to transactional exchange became the norm in many countries. Some authors see relationship marketing as a narrow (more functional) perspective; others associate this term with strategic perspectives, a wide paradigm view, or even with the beginning of a new marketing oriented management theory. The paper reviews the alternative perspectives of relationship marketing (RM), compares the traditional marketing concept with the concept of RM, provides the review on the concept of relationship marketing, presents the perspectives of the relationship marketing thought and practice evolution.

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