This paper was published as Journal of Macromarketing, 2009, 29 (2), pp. 193-206. It is available from http://jmk.sagepub.com/content/29/2/193. Doi: 10.1177/0276146708327633Metadata only entryIn 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
To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.