Interactive Marketing

, Volume 2, Issue 3, pp 240–246 | Cite as

Reframing relationship marketing for consumer markets

  • L O'Malley
  • C Tynan


This paper reviews the implications of the move from transactional to relationship marketing in consumer markets, using theory and research grounded in business-to-business and service markets. It argues that in assuming a marriage-like relationship with multitudes of consumers simultanueously, contemporary marketers are placing too much emphasis on understanding an idealised relationship and too little on researching good marketing practice.


relationship marketing relationshps consumer markets metaphor 

Copyright information

© Palgrave Macmillan 2001

Authors and Affiliations

  • L O'Malley
    • 1
  • C Tynan
  1. 1.University of Nottingham, Business School, Jubilee CampusNottinghamUK

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