Development of Relationship Marketing

Abstract

Since the late 1980's, relationship marketing has received significant academic attention focusing on different issues from different perspectives, based on different backgrounds of marketing systems and environments. With the advent of the Internet, the directions and scopes of relationships may have to be shifted toward a new form of marketing network to meet the demand on the part of on-line consumer communities. This paper is to review major transitions of researches in the study of relationship marketing over the last ten years and to suggest a new area of relationship marketing in the on-line and off-line communities.