The Future of Relationship Marketing

摘要

This special edition of Journal of Relationship Marketing is based on the proceedings of the 11th Annual Colloquium in Relationship Marketing, held at Cheltenham, UK. This saw the gathering of some of the leading academics who have been associated with the development of Relationship Marketing. The conference theme of "Refreshing the Challenge of Relationship Marketing" seemed timely, in view of the growing depth and breadth of theory about buyer-seller relationships, set alongside a sometimes skeptical audience of businesses who may not have seen the pay off from relationship development, and consumers for whom relationships may be unsought.