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Abstract Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline. Key Words: Relationship marketingrelationship marketing disciplinedomain to disciplinerelationship marketing theory
Sheth et al. (Tue,) studied this question.