RELATIONSHIP MARKETING IN PRACTICE - MYTHS AND REALITIES

Gaps are explored between normative perspectives regarding relationshi p marketing found in the academic literature and the current practices of industrial marketers. The literature is reviewed to ascertain how researchers currently define relationships, their perspectives on the nature and types of relationships that exist; arguments for forming re lationships, and circumstances where relationships are appropriate, A conceptual model linking managers' definitions, perceptions, attitudes , behaviors, and behavioral intentions in the relationship area is dev eloped and tested. Results are reported of a cross-sectional survey di rected at marketing executives from a sample of 480 industrial firms b ased in South Africa. The results suggest broad support for the concep t of relationships.