It is argued that relationship marketing underscores a paradigm shift that has taken place in the contemporary marketing theories and practices. It broadens the periphery of marketing activities by advocating for long-term sustainable engagements not only with customers but also with other stakeholders. Hence, strategies pertaining to internal marketing and social and ethical marketing could be significantly influenced by relationship marketing approaches. Furthermore, the increasing role of service concerns in today’s economy further reinforces the importance of relationship marketing that also warrants an extended marketing mix .

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In light of the theories and concepts covered in this module and relevant business examples critically examine the above argument.

Key words:

Critically examine: Give your judgement about the statement, and support your judgement by a discussion of evidence (e.g. theories, business examples)

Standpoint stated in the question:

1. Relationship marketing advocates long-term sustainable engagements with customers and other stakeholders (who are they?)
2. Relationship marketing influences how internal marketing, social and ethical marketing are used.
3. Relationship marketing has become more important as the role it plays in services marketing. Relationship marketing appears to be an extended marketing mix. i.e. product, price, place, promotion and relationship marketing).
4. Relevant lecture topics are as follows:

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