ABSTRACT
Relationship marketing is the biggest paradigmatic shift marketing theory and practice has seen during the last 50 years. It is taking marketing thought back to its roots.
—C. Grönroos, “Relationship Marketing: Strategic and Tactical Implications,” Management Decision, 34, 3(1996): 5-14
Relationship marketing has the aim of building mutually satisfying long-term relationships with key parties-customers, suppliers, distributors, and other marketing partners-in order to earn and retain their business.
