Description of the assignment:
Referring to all four readings below, provide a critical evaluation of the arguments relating to the strengths and weaknesses of relationship marketing. Critically examine the proposals for future developments in the field of relationship marketing.

Payne, A. & Frow, P. (2017). Relationship marketing: looking backwards towards the future, Journal of Services Marketing, 31(1): 11-15.

Sheth, J. (2017). Revitalizing relationship marketing, Journal of Services Marketing, 31(1): 6-10.

Tadajewski, M., & Saren, M. (2009). Rethinking the emergence of relationship marketing, Journal of Macromarketing, 29(2): 193-206.

East, R., Hammond, K., & Gendall, P. (2006). Fact and fallacy in retention marketing. Journal of Marketing Management, 22(1-2): 5-23.