Relationship marketing ids not really the dominant approach to marketing in many companies.

What is it about?

Is relationship marketing a new paradigm that has replaced transactional marketing? Based on five cases in Scandinavia we showed that no company used exclusively the relationship marketing approach. Some were merely utilizing the traditional marketing concept of 4Ps; others were blending a relationship and transactional marketing mix.

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Why is it important?

Academica tend to generalize their findings , implying that the new approach, supposedly of their construct, is dominating, while it existed before academics became aware of it and the "old" approach exists and is important long after the supposedly "better" approach has been identified.