S/M/204. Relationship Marketing: A Critical Appraisal

This paper gives a critical appraisal of relationship marketing. With a thorough overview and discussion of its origins, it goes on to cover the importance of relationship marketing in the modern business environment and the impact of loyalty. The paper discusses the possibility of a paradigm shift away from the traditional marketing mix, and towards a relationship-orientated approach to marketing theory, concluding that these concepts can be integrated to some extent.