(Wyższa Szkoła Biznesu - National-Louis University w Nowym Sączu ; Wyższa Szkoła Biznesu w Tarnowie, 2005) Stach, Przemysław
Relationship marketing is more and more often a subject of interest for both scho-
lars and practitioners, but it is still just an interesting and visionary concept. Up till now,
marketing literature does not give too many answers to the question how to move beyond
the purely theoretical frame of the concept.
The objective of this paper is to present an overview of fundamental relationship
marketing goals and basic requirements for its implementation in business-to-business
markets.