This paper will describe a popular shift in marketing. It is the transformation of marketing from the perspective of transactional exchange to that which views marketing as relational exchange. The objective of this paper will be to provide a review of the relationship marketing phenomenon that is being described as a “fundamental reshaping of the field” (Webster 1992), with a view to the impact of this paradigm shift on transitional economies.

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Journal Journal of Transnational Management Development
Rod, M, & Paliwoda, R.S.J. (Rod Stanley J.). (1999). Value based marketing for transitional economies. Journal of Transnational Management Development, 4(2), 65–75. doi:10.1300/J130v04n02_05