E-relationship marketing: a new paradigm in marketing

Relationship marketing has emerged from a shift to a market oriented business climate focusing on long-term relationships with customers, competitors, and other important influence markets. In this perspective, many organizations are faced with new dilemmas since the conduct of business on the Internet. The advent of technology has changed the course of marketing in both the academic and the business field. Internet has changed how companies perform their marketing activities. The aim of this article is to identify and understand the changes in the marketing caused by the Internet, focusing on e-relationships and also to evaluate how Internet is supporting or hindering relationship marketing.