S/M/152. Relationship Marketing - A Literature Review

This paper aims to review the key themes and issues of relationship marketing believed to be most crucial within relationship marketing literature. It discusses the understanding of relationship marketing including definitions, schools of thought and the paradigm shift. It also considers the transition from business-to-business and business-to-consumer marketing; the importance and views on Morgan and Hunts Commitment-Trust Theory (1994); mutual beneficial exchange between business and consumer; the marriage analogy and current applications of relationship marketing.