AN OVERVIEW ON RELATIONSHIP MARKETING

ABSTRACT
This study examines the state of the art in relationship marketing research published in the 1987-2005 period and probes significant changes in the field both in terms of the substance of research and methodologies employed. The research articles were analysed by two periods (1987-1998) and (1999-2005) in order to investigate the development and trend of research topics and methodologies and finally to encourage additional investigations. Relationship marketing is a popular academic research area in the field of marketing. And given recent pressures on academic institutions to show evidence of performance the findings provide a useful benchmark of individual and institutional research productivity in the field of relationship marketing.