INTERPRETATIONS OF RELATIONSHIP MARKETING

In the article the concept of the relationship marketing has been explained which in the last several years has become an increasingly popular marketing term. Moreover, there has been discussed how the relationship marketing was created and sources of the relationship marketing connected with the industrial marketing and services marketing. It has been indicated that the relationship marketing is very often wrongly connected with the marketing ideas that were established on the basis of the traditional 'transaction' marketing. Furthermore, the economic theories that the relationship marketing refers to have been discussed such as: transaction costs economics, as well as the terms connected with understanding the concept of value. Finally, it has been indicated that although the relationship marketing is very popular, many issues connected with this term still remain unsolved.