48 The Marketing Book
emerging understanding of relationship mar-
keting. Central to this is the recognition that,
although there is some shared understanding,
relationship marketing is also shaded by the
empirical context and by the nature of the
parties in the relationship. It is clear that
understandings which emerge from services
marketing research differ from that which has
emerged in a business-to-business context, for
example. Relationship marketing is also influ-
enced by underpinning theories such that
integration can never be possible. So, although
there will never be one agreed definition, one
common approach, one single understanding,
there is much to learn from these many and
various strands of research on the topic. For
example, insights can be gained into why firms
need to develop a relational approach, what is
the range of relationships they focus on, what
are the success variables and how the inter-
action process is managed. We can also learn,
from the many models of relationship develop-
ment, what might promote and what might
impede relationship formation, development
and maintenance.
There is much to understand about this
innovative and developing paradigm. This
paper has drawn attention to the many
unknowns in this field, to the questions, the
gaps and the under-researched issues. As such,
it offers some suggestions for new researchers
as to possible topics and issues for research.
May we hope that you will join us in exploring
this interesting and exciting topic.
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