Purpose - Relationship marketing is now commonly acknowledged as an alternative marketing paradigm. However, despite the use of the relationship metaphor in marketing contexts for many years, recently there have been criticisms of this cross-fertilization of theory into consumer marketing...

Purpose – Relationship marketing is now commonly acknowledged as an alternative marketing paradigm. However, despite the use of the relationship metaphor in marketing contexts for many years, recently there have been criticisms of this cross‐fertilization of theory into consumer marketing...

Buyer-seller relationships have long been of intense interest to marketing academics and practitioners, most particularly within the domain of business-to-business markets, but also more recently within the purview of business-to-consumer markets. This paper looks at the role of gender in...