44 The Marketing Book
likely to be required. Equally, the nature of the
relationship may change, and a reduction in
resources or a redefinition (re-specification) of
the norms of the relationship may be most
appropriate. Finally, there may come a time
when the relationship is no longer appropriate
at all, and thus there is clearly a phase of
relationship dissolution. The phases that have
just been described clearly need more refine-
ment. However, it is recognized that they are
dynamic and ongoing, and are unlikely to
reflect a linear process. Therefore, a matrix or
building block approach to defining relation-
ship development stages seems most appro-
priate. This process is therefore seen to include:
identification of relationship potential; specifi-
cation of relationship format; relationship
initiation; relationship maintenance, and rela-
tionship dissolution.
Critique and emerging issues
Conceptually, relationship marketing continues
to be understood in different and often very
interesting ways. Whilst this provides richness
and diversity to the literature, it is difficult to
share research findings between different
empirical contexts and conceptual frameworks.
For new researchers entering the field, attention
to the original works will offer particular
insights and understanding, which will in turn
inform their understanding and critique of
current developments. Thus, for a review of the
history and development of relationship mar-
keting, a number of treatments are essential
reading. These include Sheth and Parvatiyar
(1995), M ̈oller and Halinen (2000), Gr ̈onroos
(1994), and Aijo (1996). Furthermore, a special
issue of the Journal of the Academy of Marketing
Science (Cravens, 1995) provides a series of
insightful commentaries on relationship mar-
keting in different empirical contexts. Added to
this, the relational perspective as discussed by
the IMP group (Håkansson, 1982; Turnbull and
Valla, 1985; Ford, 1997) and services researchers
(Gr ̈onroos, 1978; Berry, 1983; Shostack, 1984;
Parasuramanet al., 1985; Solomon et al., 1985;
Gummesson, 1987) are equally important.
The richness and conceptual diversity of
relationship marketing results in a lack of
understanding and agreement as to how rela-
tionship marketing should be implemented.
Thus, a number of issues require further con-
ceptual and empirical work. The following is
not an exhaustive list of such issues, but merely
serves to highlight the numerous gaps in our
knowledge.Identification and assessment of
relational partners
Definitions of relationship marketing suggest
that marketing is concerned with developing
relationships with key customers and other
parties (Gr ̈onroos, 1994; M ̈oller and Wilson,
1995; O’Malleyet al., 1997), indeed that relation-
ship marketing ‘refers to all marketing activ-
ities directed towards establishing, developing,
and maintaining successful relational exchan-
ges’ (Morgan and Hunt, 1994, p. 23). However,
little attention has been paid to how potentially
successful relational partners might be identi-
fied. This is important, given the limitation
problems that exist for organizations in terms
of the portfolio of relationships with which they
can be involved (Håkansson, 1982). It is also
recognized that there is an opportunity cost
associated with each relationship, and thus
great care must be taken in selecting relational
partners. Within consumer markets the concept
of lifetime value is being used. However, this
approach focuses only on the potential dyad,
and ignores the network, the limitation prob-
lems and opportunity costs involved. Clearly,
further research is required in this area.The continued utility of the mix
management paradigm
What is the continued role of product, price,
place and promotion in terms of implementing