Rethinking the Emergence of Relationship Marketing

Mark Tadajewski, Michael Saren

Research output: Contribution to journalArticle

38 Citations (Scopus)


In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to received wisdom that RM emerged in the late 1970s, it is demonstrated that RM themes have been present in the marketing literature for longer than is recognized by the contemporary scholars.
Original languageEnglish
Pages (from-to)193-206
Number of pages10
JournalJournal of Macromarketing
Issue number2
Early online date12 Nov 2008
Publication statusPublished - 2009


  • relationship marketing
  • transaction marketing
  • reciprocity
  • history of marketing thought

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