Relationships are not ubiquitous in marketing

Abstract

This commentary aims to stimulate debate about the role of relationships in marketing. It raises the question of when it is appropriate to use the term relationship, requests a distinction between ongoing interaction and relationship, cautions against a “one size fits all” marketing theory and calls for much more focussed and innovative research in this area.

Citation

Zolkiewski, J. (2004), "Relationships are not ubiquitous in marketing", European Journal of Marketing, Vol. 38 No. 1/2, pp. 24-29. https://doi.org/10.1108/03090560410511104