The evoloution of an idea: An enviromental explanation of realationship marketing
Faculty of Business and Public Management
School of Accounting, Finance and Business Economics
The principles and practices of relationship marketing date back many centuries, yet as a topic of academic and applied interest, it has achieved pre-eminence as a paradigm only during the past two decades. Some may dismiss relationship marketing as merely an old idea with new language. However, this paper argues that recent development of relationship marketing has been based on significant changes in the business environment of organizations. An environmental audit analysis is used to explain the recent growth of relationship marketing, and more importantly, to identify future challenges for relationship marketing as the business environment evolves.