The Economic Side of Relationship Marketing

Abstract

This paper aims to extend Lagrosen and Svensson’s (2006) placement of relationship marketing under the non-economic relational school of thought of the marketing field. It is porposed that, rather than only considering relationship marketing as a non-economic concept, the reserachers should also acknowledge the fact that relationship marketing has economic implications that may serve as basis for acquiring reqources which ultimately may yield to comparative advantage proposed by Resource advantage Theory (Hunt, 2002).