In this paper I generate a number of questions and problematic issues that reveal our state of ignorance regarding relationship marketing. At the same time many suggestions for future research concerning relationship marketing arise. The questions vary from the total contribution of relationship marketing to the detailed practices of relationship marketing.
The discussion raises some general issues concerning many of the questions presented. These general issues are conceptualisation, level of analysis, modelling, measurement, time contextuality and contribution to theory and practice.
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