ABSTRACT
This chapter analyses the nature of the relationship between a general, ubiquitous phenomenon in the Chinese-speaking world guanxi, and the relatively new, specific phenomenon of relationship marketing. Such an analysis is pertinent for at least two reasons: first, to explore the extent of theoretical and practical links between what appear to be cognate terms. Normally, the concept of guanxi is translated into English as meaning relationships, personal connections, networks and networking and similar alternatives; however, the reality is much more complex: guanxi includes all these things and more. Second, this chapter represents an initial exploration of the relevance and possibility of transferring the very Western notion of relationship marketing to the very different business environment of China.
