Relationship Marketing: Exploring the Western and Chinese Firms’ Success Stories

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Farah Lalani
Ashique Jhatial


The present paper attempts to explore the underlying mechanism between Western relationship marketing and Chinese firms and their success stories. Paper presents concepts of relationship marketing and its elements by tracing its four major eras of evolution. Paper focuses on Western and Chinese concepts of relationship marketing by introducing the success stories of Haier, Tesco and ASDA companies. Finally, it concludes by discussing the managerial implications for international marketers who wish to succeed in the Chinese business market and the importance of adapting Western relationship marketing principles

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