Relationship Marketing “Inadequate basic values and their accompanying procedures – the wrong paradigm – is the biggest obstacle to success in marketing.
If marketers and top management do not understand and accept relationship values as a natural vantage point, there will be no positive effect of Relationship Marketing.”
Gummesson, E., (2002) Total Relationship Marketing, Butterworth Heinemann
Assuming that ‘the wrong paradigm’ refers to what is traditionally understood to be marketing, you should explain what is meant by the statement and
critically discuss how far you agree or disagree with it. You should discuss the differences between the philosophies and concepts of traditional marketing
and relationship marketing and how the application of these theories could contribute to success.
Your answer should be a critical discussion presented as an academic paper, using appropriate references and quoting all sources. You are expected to
research the available texts, and use examples to illustrate your argument.
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