The current interest in relationship marketing is undisputed. Although many profess the recent emergence of this phenomenon, others are more reticent and suggest that the tenets of relationship marketing can be found in earlier examples of business-to-consumer relationships. This article argues that relationship marketing as it relates to consumer markets is not a new phenomenon. Given the apparent paucity of studies that demonstrate the historical existence of relationship marketing, this study aims to rectify this using John Wanamaker's business philosophy and practice as a case study to highlight his subscription to the tenets of relationship marketing.
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