Don ’ t all firms have relationships ?

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, VOL. 13 NO. 3 1998, pp. 256-270 © MCB UNIVERSITY PRESS, 0885-8624 Introduction The current enthusiasm for “relationship marketing” brings with it a number of problems. In particular this paper will suggest that, unless a counterintuitive definition of a “relationship” is used, it is impossible for firms not to have relationships – indeed that a firm does not have the choice as to whether or not it has relationships. Instead the paper will suggest that what is important is that a firm should determine, given its particular circumstances, what types of relationships are appropriate with each of its customers.