Relationship marketing. The Emperor's new clothes or a paradigm Shift?

Evert Gummesson

This paper provides a brief review of what relationship marketing (RM) is and can be, and what the consequences are for marketing management and marketing research.

Relationship marketing. The emperor's new clothes or a paradigm shift?

Evert Gummesson School of Business, Stockholm University, Sweden

INTRODUCTION

As a practicing manager and consultant, I learnt that I had to make up my mind and say either yes or no. As a professor I have the prerogative of saying both yes and no at the same time.

So the answer to the question raised in the title of this paper - Is relationship marketing the emperor's new clothes or a paradigm shift? - will initially be answered with a clear...

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