Category Archives: Relationship Marketing

Development of a ‘Relationship’ approach

The evolution of mutuality and other relationship components When Professor Leonard L. Berry introduced the term relationship marketing in 1993 he recognised that a small body of associated literature had already started to develop.  He describes the work of Levitt (1981), Ryans & Wittink (1977) and Grönroos (1981).  Many of these writers had identified that […]

Theoretical Basis of Relationship Marketing

Where does ‘Relationship Marketing’ come from? The term “Relationship Marketing” entered the marketing vocabulary in the early 1980’s when Professor Leonard L. Berry (1983) used it in a paper for the American Marketing Association. The original thrust of Berry’s paper was to highlight the “restrictive and potentially wasteful” practice of relying on customer recruitment, when […]